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People are voting with their feet and fingers: the Centre for Economics and Business Research forecasts that nationwide, total sales of green products will more than double in value from £8.04m in 2009 to £17.1bn by 2015. Online sales of environmentally-friendly products are expected to hit £1.4bn in value by 2015.

The power of the message is compelling but the 'green' image is still largely undefined across consumer markets. Thanks to the Carbon Trust however, the stereotyped image of chunky-knit clad alternative life-style types is being challenged. For its recent campaign, the Carbon Trust have commissioned acclaimed photographer Trevor Leighton to produce a series of striking celebrity images.

The stunning black and white photographs graphically depict the link between a product and the associated carbon emissions, through colour accents and a healthy sense of humour. The series features diverse household names such as Lulu, Jo Brand, Vic Reeves, Gok Wan, Lisa Butcher, Nancy Sorrell, Jemma Kidd and Sharron Davies and can be viewed on the Carbon Trust website. This infusion of art and humour brings a new level of sophistication to the green market. It sets a benchmark for marketers and further serves the need to acknowledge the intelligence of today's consumer, a message rallied by the British Retail Consortium. www.carbontrust.co.uk