50% of consumers pay more for goods and services they believe are sustainable. BELIEVE is the critical word here. This has attracted a lot of false and exaggerated marketing claims and the regulators have stepped in. Your business could inadvertently get caught with big fines if you breach their guidelines. They are looking at words like Eco…this and Enviro…that, environmental images that are not relevant to the product or service and vague promises. “greenwashing” is really fraud.