Social responsibility, transparency and environmental values are resonating with consumers. Companies that work toward honestly stated, specific goals without "green-washing" will stand to profit, in every sense of the word.

Inaccurate or overstated green claims can turn people off of green marketing even if a watchdog group isn't pointing fingers. If consumers start tuning out green messages, significant market opportunities will be lost, both for individual companies overstating their green claims and green products in general. Here are some tips.

At the end of the day, the most potent source of credibility and purchase influence may exist just over consumers' garden fences and cubby walls.

How do we get repetitive views in online media, if marketers are competing for viewers to frenetically change the channel? One solution is green marketing and green media. By encouraging viewers to return to a site on the basis of increased social investment, high frequency brand engagement is starting to occur.