Unpacking the truth behind “sustainable” business and the Green revolution.

In reality, most greenwashing is a natural, inadvertent byproduct of greening. Backlash against such promotions can be expected considering that no product is 100% green. That’s right–there are no green products. As I discuss in my new book, The New Rules of Green Marketing, every product must use resources and create waste. Greener products, however, make authentic communications possible. So, our real problem is not greenwashing. We will usher in more accurate communications when we invent genuinely better products –products that can sell themselves without the use of clichéd images and faulty green claims. Treehugger.