However, guidelines for terms such as 'natural' and 'energy efficient' are not available. If no guidelines are offered for claims a company wants to make, it is best to be as specific as possible. The future All of these factors contribute to 'business transparency' which will become increasingly important as green production and consumption evolve. Companies are likely, either due to regulation or voluntary action, to provide their customers with more and more information about their product's environmental impact so that they will be able to decide for themselves if a product suits their needs. The CEO, Tom Chappell also delivers a signed letter on the side of all packages, telegraphing to consumers that a real person stands behind the claims.
Environmental marketing presents important opportunities for industry.
Taking advantage of them requires creativity, foresight and environmental commitment. It means redefining the roles of business and products and working co-operatively with governments, consumer groups and NGO's. It may also mean a more visible role of CEOs. Products can certainly increase the 'quality of life', but their environmentally destructive impacts must be amended if we are to move towards sustainability. For the past ten years the organization has helped businesses create competitive advantage by developing and marketing environmentally responsible products and services.