As consumers become more conscious of the environment, marketers are making a strategic shift toward green products and messaging. It’s a great way to generate publicity and goodwill, especially if it is coming from an unexpected source. But brands also need to be held accountable when it comes to making green claims. Throwing a leaf on a package or utilizing a color palette heavy on Pantone 330 through 399 isn’t convincing anyone. In fact, according to new research, it may be doing more harm than good, confusing consumers or making the brand appear dishonest. The lesson here is that marketing your brand as environmentally friendly isn’t enough anymore; to convince audiences, the brand must be able to back up any claims with green evidence.