Unfortunately, most companies spend way more time talking about being green than actually being green. Authentic eco-friendliness usually requires a lot of time, new supply and distribution channels, extra expenses and, of course, a total paradigm shift.

People expect more than a "We’re eco-friendly!" label. They want to learn the story behind the product. They want to know why the founders thought of this. They want to know where the components of your product came from. They want to know how green your process is. And they aren’t looking for perfection — they’re just looking for progress.

Green Marketing is an exercise in interactive storytelling. Your target market is hungry to learn more about you. And the more they know, the more they’ll pay for what your selling. The product strategies we recommend usually focus on the transparency, authenticity and depth buyers are after.