In sustainable and green marketing the initiative is the message

Talk is cheap, and green talk is increasingly being perceived as green washing. The government and corporations – those who can lead and pay – need to seriously plan and execute internal energy efficiency or other sustainable initiatives that show real, tangible and visible outcomes to their employees and external audiences, especially at a local level.
Only then will their words align with their actions. This alignment will increase the trust and faith that consumers have in government and corporate sector in relation to climate change. Actionable goals and initiatives undertaken by leaders will send a clear message of commitment and authenticity to individuals. And words will matter again and inspire people to act.