ABSTRACT
Being perceived as a green-washer can represent a direct hit on corporate trust and credibility and ultimately hit the bottom line, either from reduced revenues or depressed market share when disillusioned customers shift their purchases to more trustworthy competitors. Powerful strategies exist to establish credibility and minimize the potential for backlash. The intention is that in a low-carbon economy, global climate-change-related information will ultimately become as important and visible on product labels as price and nutritional content. Only when employees are on top of the issues and given the authority to make changes will greener products is launched and sustainable practices be put into place. Start with well-crafted sustainable branding and marketing plans that reflect an understanding of the target audience’s needs. Companies that are strongly committed to sound environmental policies need not apologize for failure to achieve perfection.
