How to Avoid Greenwashing

Business for Social Responsibility (BSR) has just released a co-authored new report, “Understanding and Preventing Greenwash: A Business Guide,” to help companies better communicate their environmental message based on a company’s true sustainability practices.

As a leader in LOHAS marketing, green marketing strategy and eco advertising, I have a deep understanding of the LOHAS consumer and have worked on many organic campaigns. While the advertising industry has long ago established that "sex sells," I maintain that "truth sells."

So, to companies who are thinking about engaging in a little greenwashing, I'd recommend that you don't. Once trust is broken with your customer, audience or market, earning it back is not only an extraordinarily expensive proposition—it can be downright impossible. Why risk your business on a lie?

Lisa Proctor is the president and creative director for firefly180 marketing—

a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing