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
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,...