Unmasking Green Marketing: A Guide to Sustainable Choices
Sustainability has moved from niche to mainstream. That shift has spawned both genuine corporate transformation and clever marketing that paints ordinary business as environmentally responsible. Distinguishing authentic sustainability from “green marketing” — often called greenwashing — is essential for consumers, investors, procurement professionals, and regulators. This article gives practical criteria, examples, data-driven checks, and action steps to separate credible claims from spin.How genuine green marketing differs from greenwashingGreen marketing refers to any message that implies an environmental advantage, while greenwashing arises when such messages distort or exaggerate the extent, importance, or truthfulness of that advantage.Common forms:Vague or undefined language: Terms…