This of course leaves the deep green demographic in a quandary. What to do when your favorite green “hippie” brand goes mainstream? While this seems to be a question that marketers are pondering with great concern, I think it is perhaps overblown. There is a history of niche brands going mainstream. That’s more or less how this economy works. Smaller companies come up with great ideas. The idea gains traction. Big companies buy smaller companies in niche or start their own competition brand or small niche company hits the jackpot on their own and goes mainstream.