Sustainability & Marketing: Getting it right

I wrote about greenwashing a little over a month ago, and seeing this article today reminded me of the importance of being very careful in any and all “green marketing.”

As the article points out, it’s very tempting to get on the bandwagon and start telling the world about all the wonderful ways you’re enabling sustainability; however, this must be done cautiously and deliberately. You would never take a product to market that was ill-conceived, over-priced and illegitimate in the first place, so rushing to get something out just to take advantage of the current green momentum is only a recipe for disaster.

I’d highly recommend reading the full article as the author supplies some mini-case studies on successful green product implementations (Tom’s of Maine, the Prius) and offers some tips we can all takeaway from those stories.


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