Five sins of green marketing

Scepticism is growing in responses to green marketing. This article advises against five common mistakes: making green technology too hard to understand, not making green a core priority, missing the bigger picture, dishonest or poorly researched green claims and a lack of specificity in what makes a product green.

Five sins of green marketing

Ellen Neuborne

On the surface, it would seem smart to align your marketing with the growing consumer concern about environmental issues. Consider a recent consumer report by the New York–based marketing and branding firm BBMG,...

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