The importance of authenticity in green marketing

I'm taking a little breather today, but will be back Monday. Meanwhile, I wanted to leave the designers and business people in the crowd with a little confirmation about what I've been saying regarding transparency and authenticity when it comes to going green. This from the wonderful blog La Marguerite (which quotes an article worth reading in Ad Age):

According to Jessica Hogue, research director at Nielsen Online, and author of [a new] report, “Corporations can’t do everything in one feel swoop, but need to be authentic and transparent about the steps they are taking.” She also suggests brands, study Footprint Chronicles, Patagonia’s recent interactive online campaign, that discloses the company’s both environmental good works and sins.

PS For those of you calling for personal tips, watch next week.