It is in many ways a shame that consumers aren't feeling the eco-love from advertsiers, but often its their own fault. Just yesterday I found an misleading Deer Park water ad (see http://greenyourbusiness.blogspot.com/2008/07/greenwash-alert-deer-park-...) that actually positions buying their water bottle as facilitating waste reduction. The Deer Park ad serves as a perfect example of why consumers will continue to be wary of advertising claims. Companies should be rewarded for and tout their eco-innovations, but they have to be careful not not overstep the value of their actions. Until companies start marketing their green by trying to accurately communicate the consumer value, consumers will continue to be skeptical.

Jennifer Kaplan
www.greenhance.com