It is time to get serious about your green performance claims. This means being sure your claims are well grounded in quantitative performance.
Business leaders today sent a message to world leaders in advance of the upcoming Copenhagen climate summit in December: Private business is leading the way in sustainability, don't punish growth by stifling innovation.
The conundrum surrounding green claims has become so pronounced that a new term, "greenhush," has been coined for the practice of downplaying or staying silent about the environmental benefits of a company's offerings.
Timothy B. Hurst: Great, thanks for the start, Lynn....
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