Green Marketing or Greenwashing? You Decide.

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Let me start by saying this is an interactive post. In order for it to be a stunning success, you need to pen your thoughts in the comment section below!

Normally at this time you would be reading my weekly column “Sustainably 101″. However, it is trade show season and I wanted to share a few stories from the road. Since April 20th, I have been speaking and attending conferences. First it was Coverings in Chicago, then off to Vegas for The National Hardware Show and The Hospitality and Design Expo.
One common theme carried throughout the exhibit hall: “green marketing”. Some displays excelled in telling their company and product’s green story. On the other hand, others failed miserably. Many companies disregarded environmental marketing regulations and guidelines, mainly because the marketing team didn’t know they existed. “Carbon Neutral” claims were highly visible, yet sales and marketing teams did not know how to talk to their customers about the carbon footprinting process, or if the product or manufacturing process was “carbon neutral”.
So, my question to you is this: Do you think the image above is marketing the product, company, or manufacturing process as carbon neutral? Yes, I have the answer. And, yes, I will share it with you after I receive your feedback!

Heather Gadonniex, LEED AP, is the co-founder of Green it Group, a sustainability strategy firm that focuses on helping organizations develop, measure, manage and market their sustainability initiatives. Ms. Gadonniex is also the co-author of The Complete Idiot's Guide to Greening Your Business, published by Alpha Books (with Trish Riley). Contact Heather at, or visit the Green it Group website.