It turns out "green washing" is also green tasting. According to a new study, people who self-identified as environmentalists preferred the taste of coffee labeled "eco-friendly" to the exact same coffee that didn't carry that label.

Nothing says the holidays like waking up to dozens of emails from retailers offering sales, discounts and other shopping appeals. As a consumer, it's easy to feel extremely overwhelmed at the array of shopping options. You may also feel powerless to the onslaught of pressure to buy, consume and spend.

Participating in a car co-op may not be up your alley, but there are plenty of Millennials eschewing ownership and Boomers that are downsizing who buy into the notion of "Collaborative Economy" - making co-owning cars a viable option for some.

If the perception of your brand's green efforts is falling short of reality, then it's time to stop and re-examine all aspects of the social impact of your outreach. Gone are the days when consumers would buy "green" for green's sake; they want to see for themselves how a brand is actually making a difference. And, it's in your best interest to inform and educate them.