As more regulators take steps to crack down on green marketing in the Wild West, forward-thinking companies are rethinking how they communicate green initiatives to external audiences. For many, “green-blushing”—or the act of playing it safe by not making any environmental claims at all—is no longer an option. Green products are in high demand today. According to a recent study by McKinsey and NielsenIQ, products promoted as sustainable have seen a cumulative increase of 28% over the past five years, compared to 20% for products without such claims. Increasingly savvy consumers want to know about the eco-friendly options that exist, and the vast majority also want to know what makes them “green.” (Vanessa Chris)