Effective Green Marketing

Consumers want to be green, think green and buy green. But what is a green product? How do we define a green product? How does the consumer know if the supposed green product is actually truly a green product? These questions and concerns about actualy green products and products falsely advertised to be green, come from the trust issues between consumers and manufactors. Some manufactors will bend the truth to make a sale.
Consumers don't trust manufacturers to tell them the truth about how green the products really are. 
Stephen Wenc, the president of UL Environment has said there are,four basic challenges to effective green marketing:

• Lack of credibility by consumers 
• Confusion regarding sustainable product claims
• Manufactors reputation for "misleading claims"
• Liability risk from "greenwashing" under FTC Green Guides


Brooks Beard, a partner at Morrison Foerster; a law firm. Demonstarted how the Federal Trade Commission (FTC) has taking legal action against greenwashers. After almost a decade of no anti-greenwashing lawsuits.

Four steps to avoid claims and legal charges of greenwashing:

• Pick products or services you promote on green grounds with caution and care
• Be specific with word choices 
• Be specific about what part of your product or packaging is green
• Substantiate, always back up your claims


Theres a free hour-long webcast. It will provide more detail on the dangers and solutions to greenwashing

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