This more subdued communication correctly takes away any hint of potential greenwash from the widely publicized video that the bags might degrade in open air. The shift in emphasis from "compostable" to "natural" represents good green marketing at its best: start with a legitimately greener product and package, and lead with the primary benefits (in this case, great taste and high quality ingredients) -- not with promises of "saving the planet."

Here are some important tips for those who care enough to take a leadership role in encouraging greater adoption of genuine green offerings.

The greatest potential for business growth lies in instituting sustainability because it is the right thing to do (for people, planet and company), not because it's a way to avoid being criticized. Now that your staff has stopped wearing green and the recycling bin is overflowing, how will your business support the environment?

Green marketing is about getting first adopters to sing.

Is Tom's of Maine toothpaste really green if consumers leave the water running while they brush their teeth? Is an Energy Star-rated light bulb really green if it remains on after everyone leaves the room?

April 20, 2010, is a day of marked deep cynicism and self-reflection for many, including myself. BP was the poster-child of Green Marketing in the energy sector. Its brilliantly polished futuristic white pumps and multi-hued-green modernized logo were a beacon of optimism. I was convinced. I had hope.

Environmentalism is a prerequisite to a healthy economy.

What we need to do is change the dialogue about energy efficiency so that people will understand its benefits. In addition to "savings" let's use words like comfort, security, health, safety and warmth.

Before you launch your next green marketing campaign, consider the following insights we gained from the hosts and guests of our recent house parties for a green cleaning product and a green safety brand.

When marketers notice sales dropping as gas prices rise, they should invite their customers in with open arms and help them pay for gas with smart promotions in the stores.