As companies scurry to appeal to a fast-growing eco-consumer base, the Federal Trade Commission is stepping in to bring clarity to the arena of green marketing. As I write, numerous stakeholders are developing their testimony for an April 30 hearing on environmental claims for product packaging. Here’s a rundown of the key issues, and why they’re becoming more important by the day. By Jacquelyn Ottman

One of greenwashing's negative effects is that it dissuades genuinely green companies from promoting their own far more substantial green practices. Companies that are authentically doing good stay silent, for fear that they'll be tarred with the same brush as those who are carrying on with business as usual. This "greenhushing" effect is almost as negative as greenwashing. Here's why. By Jerry Stifelman (Treehugger) Read more...

Procter & Gamble Co. and Unilever have battled over many things over the decades, from soap shares to spy scandals. But the latest battleground may be the most surprising and intriguing -- a race to show who's best at saving the world. (Advertising Age) Read more...

Hardly a week goes by without Toyota’s Prius making green marketing headlines. Let's take a step back and analyze why this product has been so wildly successful, attracting a broad swath of consumers — and not just deep-green ones — like a powerful magnet, all the while creating a new definition of automotive cool. By Jacquelyn Ottman

While the widespread adoption of sustainability language is a sign that business is responding to criticism and to the growing calls for environmental responsibility, the massive growth in rhetoric is generating some unintended consequences - such as more cynicism, says strategy consultant Stephen McGrail. (The Age) Read more...

If you’ve changed your business and/or operational practices to reduce your carbon footprint, you should tell your customers about it. If you’ve changed your ingredients or manufacturing processes to be more environmentally friendly, you should take credit for it. But before you slap a green label on your product, consider this: While the benefits can be numerous, the potential pitfalls are equally so. Here are the pros and cons, and how you can make green labels work for – not against – your brand. By Matt Heinz

Charges of greenwashing are likely to irk more consumers than ever before. Here’s how to stay on the good side of hyper-sensitive green consumers. (MarketingSherpa) Read more...

Steve Bishop, a global lead of Design for Sustainability at IDEO, advises marketers, "Instead of focusing on a green niche, focus on green behaviors that everyone can aspire to."(Harvard Business Review) Read more...

Traditional means of marketing by demographics simply will not work for green consumers, you need to be able to identify how they behave, says columnist Danny Bradbury. (BusinessGreen) Read more...

Eco-logos are all the rage -- but how valuable are they as a marketing tool? Are there some hidden risks that warrant a second look? Let's consider the three ingredients of an effective marketing logo -- green or otherwise -- and their implications for the savvy eco-marketer. By Jacquelyn Ottman

Authentic, verifiable positive impact behind concrete action is the true ticket to winning the hearts, minds, and brand preferences of today's green-minded consumer. By the same token, greening your brand communications requires far more than a few mere edits on a page. Here are four key elements to creating a smart, effective media strategy that wont call your green cred into question. By Matt Heinz

As I look out over the 2008 horizon, I predict some tectonic shifts in the world of green marketing that well-intended marketers should heed if they want to stay off greenwashing lists and legal department memos. Some are influenced by the FTC's hearings on green marketing claims and eco-labels this month, others the outcome of energy behind large retailers efforts to persuade suppliers to come up with trimmed-down products and packages. Here are my top four predictions. By Jacquelyn Ottman

In a market that demands nothing less than completely honest, ethical, and authentic corporate communications, it can sometimes seem like no green deed goes unpunished. The NFL catching flak for its not-quite carbon neutral Super Bowl 2008 is a case in point. By Jacquelyn Ottman

Audio | Run Time: 5 Min. | Listen now...

The Federal Trade Commission is updating its guidelines for environmental advertising. How would green experts improve the system? National Public Radio's "Marketplace" asked its team of sustainability pros a.k.a. the "Greenwash Brigade" to weigh in.

There are plenty of reasons to consider green factors when planning for your next exhibit. If your industry is not traditionally linked with environmental movements, having a green exhibit is a great way to stand out from the crowd. Add to that the fact that youre doing your part to make the world a better place, and youll feel less guilty for blowing your competition out of the water. Here are ten tips for going green at your next exhibit. By Graham Green

Going public too soon sets you up for accusations of green washing. Waiting too long can leave you behind your competitors, losing the first-mover advantage. So how do you decide when you're ready to tell your sustainability story? By Darcy Hitchcock

Green marketer beware you're likely to be stretching the truth, according to a recent study by TerraChoice Environmental Marketing. The Six Sins of Greenwashing found that of 1,018 common consumer products ranging from toothpaste to caulking to shampoo to printers, 99% were guilty of greenwashing in some way. In fact, the environmental shortcomings were so prevalent that TerraChoice separated them into six categories.

Here are the Six Sins, so ye may avoid them.

Dont join the growing number of marketers throwing around phrases like environmentally friendly, Earth friendly, and ozone friendly." While such claims have a calming ring, they can be very misleading. Here's how to avoid some common traps. By Jacquelyn Ottman

Some unscrupulous marketers view consumers' growing interest in environmental issues as an opportunity for trend exploitation. Branding consultant Larry Light (formerly of McDonald's Corporation) urges marketers to mind their P's and Q's. (Advertising Age) Read more...

In 1993 Hugh Hough opened an ad agency specializing in green issues and everybody thought he was nuts. Now consumers are catching on to the idea that they can effect positive change through their purchases, and companies can't reposition themselves fast enough. Here's some advice on reaching out to these "awakened consumers," from a guy who's probably been thinking about it a lot longer than you have. (Adweek) Read more...

So says Huffington Post blogger Andrea Learned. Thanks to two "too-successful" marketing campaigns that just happened to conflict with each other (Dove's focus on women's self-esteem coupled with Axe deodorant's raunchy bad-boy ads), parent company Unilever has been taking heat. Learned says cause marketing "demands serious research and some degree of corporate integration to succeed." Here's why you, as a green marketer, should take particular heed. Read more...

Green products are all the rage these days. Citing buzzwords such as non-toxic, recyclable and sustainably harvested, consumers are now scrutinizing products at every phase of their life cycle, from the raw materials products are made of and how they are manufactured, to distribution methods, marketing materials, in-use impacts and how products are recycled or eventually disposed of. Weve come a long way, baby! Or have we?

A new case study from Marketing Sherpa shows how one company redesigned its email marketing program to help steer paper catalog users from print to digital and net an impressive 19% conversion rate in the process.

gravitytank analyst and conference attendee Lucas Daniel says that, against his better linguistic judgment, there really is an "Eco 2.0" particularly in sustainability communications. In this conference wrap-up, he identifies three conceptual shifts that are shaking up the green marketing world.

Consumer choice and some early steps taken by market leading companies suggest that carbon footprint labeling for clothing is going to be the next hot new trend? By Coral Rose, GreenBiz

With a $209 billion market share, green-conscious consumers are a force to be reckoned with. Who are they, what do they want, and how can you reach them?

While the rewards and accolades of eco innovation can come fast in today's heightened marketplace, so can negative news. When showcasing an eco-friendly message, marketers have to be keenly aware of the potential for backlash if they get it wrong. Here's how to get it right.

Audio | Run Time: 60 Min. | Listen now...

In this hourlong radio program, green marketing experts discuss the current push for companies to use and advertise environmentally responsible practices. Guests include Annie Longsworth of PR firm Cohn and Wolfe, New York Times reporter Claudia Deutsch, and green guru Joel Makower.

Many a responsible company has run into trouble with sustainability-minded NGOs and consumer groups thanks to a poorly planned and crafted marketing message. Protect your company from these common pitfalls and start taking advantage of new opportunities by heeding my 5 Simple Rules of Green Marketing.

Video | Run Time: 1:00 Min. | Watch now...

The former owners of Norm Thompson, John and Jane Emrick, describe how best to present greener products without greenwashing.

Intentionally or not, many recent product improvements have been inspired by sustainability-related innovations in product and communications. One excellent example? Witness the case of Millicare, a textile and carpet cleaning product with an unexpected side benefit: improved indoor air quality. By Jacquelyn A. Ottman

If you're concerned about your company's environmental footprint, you may consider reviewing your marketing collateral. From using alternative materials to eliminating the need for these materials entirely, there are a range of new choices available to the savvy marketer and with an increasingly environment-conscious consumer base, your sustainability efforts won't go unnoticed.

Corporate social responsibility. Corporate citizenship. Triple bottom line. Sustainability. No matter what you call it, its one of the hottest issues facing corporate executives and communications professionals today. How best to communicate your company's corporate responsibility goals to consumers and stakeholders increasingly eager for information? By Mike Lawrence and Mindy Gomes Casseres, Cone, Inc.

Green appeals arent likely to attract mainstream consumers unless they also offer additional benefits, such as cost-savings or improved product performance. Follow these suggestions and you'll never lose sight of the interests and needs of your target market. By Jacquelyn A. Ottman, Edwin R. Stafford, and Cathy L. Hartman

Audio | Run Time: 13:56 Min. | Listen now...

Andrew W. Savitz, author of The Triple Bottom Line, points to several companies, including GE and Pepsi, that are reaping profits from a sustainable business culture. In this podcast, Savitz discusses how your company can adopt a successful and profitable culture of sustainability.