I’m often asked some variation of the question, “How green does my business have to be in order for it to ‘count’?”
My answer (phrased somewhat more tactfully): “If that’s your attitude, don’t bother trying.”
There’s a phrase for businesses that engage in the bare minimum of green activity strictly for the marketing value of it: greenwashing. Greenwashing is so common that consumers are on the lookout for it. It’s all too easy to tell which companies are motivated by a genuine concern for the environment, and which simply want to increase their market share.
If you’re not motivated by the former, don’t try to fake it. Not only will it not have the desired effect, but it’s likely to backfire.
