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ANALYSIS: The new green

We reveal how to carry out effective green marketing

In the B2C world, consumers have become accustomed to 'green' marketing - claims that a product or service is more environmentally friendly than its competitors. However, a confusing array of logos and a growing mistrust of potentially misleading claims have frequently led to cynicism around so-called 'greenwashing'. As a result, any marketer, whether B2B or B2C, must carefully consider the claims their brands make in order to avoid significant reputational risk.