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Greenwashing into the Red: The New Risks of Deceptive Environmental Marketing

September 01, 2010

Capitalizing on consumer interest in sustainability just got more complicated. BP’s Gulf of Mexico oil disaster has reversed years of goodwill built by its “Beyond Petroleum” rebranding campaign, perhaps the best-known green marketing effort in history. But consumers’ growing environmental-marketing skepticism is not the only challenge companies will need to overcome when they tout the environmental benefits of their products.

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