Our ability as marketers to encourage brand engagement in the traditional sense is fading fast, so brands must continually build interest and trust through authentic messaging. That's why I'm left scratching my head when I see many eco friendly brands still overselling themselves by saturating the marketing with buzz words such as "pure" or "natural" without supporting data. Simply put: there's often a gap between their talk and their walk. According to the latest "Green Gauge" survey from global research company GFK, consumers are growing ever more skeptical of green claims: 22% of consumers aren't sure about the accuracy of …

Makers of the next-generation LED lighting are somewhat in the dark when it comes to convincing consumers their super-efficient bulbs are worth the cost. The "EcoSmart" flood light bulb is a prime example, available for a mere $59.88 - apparently a 50% savings off its usual cost. So, a bargain, right?

As the fall conference season kicks off, I find myself thinking about the environmental footprint of meetings, conferences and trade shows. If you've ever attended or organized a conference or trade show, you know that the environmental impact can be huge and wide ranging. For instance, some estimate that for the average trade show, more than 200 trees are used for paper products. Then, factor in emissions caused by air and auto travel, energy and water use in hotel rooms and the event itself, leftover food, and the average amount of waste that even the most conscientious travel produces - …

As technology and media continue to evolve at an exponential rate, marketers and consumers alike have started to adopt new practices and behaviors to ensure that they keep pace. With this shift in the marketplace, new marketing concepts, strategies and jobs are also starting to surface and the most successful marketers will become masters at "trend arbitrage."

In their efforts to slow down the relentless ravaging of earth's resources and prevent it from overheating, gurus and champions have tried several approaches.

For green marketers, telling your own story via sponsored content can be a powerful tool. And, while editorial approach and content is the priority, it's just as critical to identify the channels where it should be placed so that it is both seen and shared. Look for platforms that align with your brand strategy, and provide optimal exposure to stand out from the fray. For a deeper perspective on alternative channels for sponsored content placement, I spoke with Marilyn Simes, CEO, Digital Instincts. Together, we offer the following advice:

In my experience, every sustainability professional I've ever met has agreed that organizations need to be transparent in their sustainability communications. And yet, that word - transparency - means vastly different things both within and externally to an organization.

With the announcement of the first synthetic burger grown in a petri dish, would it be more or less shocking to say "human waste is the currency of the future"? "Carbon footprints" and "data footprints" are carving the way for "microbial footprints." Consumers are paying to get dirty... germ-dirty, that is. "Going viral" is taking on a whole new meaning in marketing. Online communities are flourishing around "intestine communities." Brand ecosystems now have as much to do with biology as technology (Gulp).

With so much competition vying for consumers' attention, green companies and brands looking to differentiate themselves can find success by engaging their target customers on a deeper, more personal level. Brand-sponsored content, done well, can be that powerful tool to channel a brand's core values and develop long-term relationships with key stakeholders. Doing it well means generating a steady stream of shareable, original, compelling content and offering unique experiences across all media (both live and virtual). This leads to enduring trust, brand awareness and loyalty.

Having returned recently from a Hydrogen Fuel Cell conference in Vancouver, where I spoke on branding, I've been thinking about how I might go about branding a car for the consumer market that runs on this emissions-free fuel. It's an interesting challenge, given the head start that gas-powered cars have in branding their fuels and technology. Ads that urged us to "put a tiger in our tank" or drive with "V Power" have always been with us, and today we don't think twice about filling up at the pump with our usual brand. It will take a few more years, …