Being "green" and "sustainable" is about more than lip service. One must go the distance and walk the walk.
This article called Green Branding: Why Closing the Gap Matters explains the details.
I'll quote some of
Sustainability is not just good business, it is smart business. Leading companies recognize this, but do they achieve the best possible results for both the planet and their brand?
Traditionally, environmental practices have been viewed as a way to increase profitability – to reduce material usage, for example, or improve energy efficiency. Mitigating risk has also pushed sustainability up on the corporate agenda. For global enterprises this could involve anticipating regulatory changes or ensuring the long-term viability of production facilities. More recently it has become clear that green thinking is central to driving innovation and can positively impact sales.
Brand owners, however, need to widen their horizons and look beyond straightforward business benefits. There are other potential benefits to the brand that often go ignored. Brands that do not adequately communicate their environmental achievements are failing to maximize their investment in sustainability.
There's a message in here for authors trying to build their
Always do the right thing.
PS: Read here about an awesome Kickstarter project! :)