The appeal of green marketing isn’t really that hard to understand: It’s profitable for your brand and showcases your efforts to be a responsible business. However, companies wanting to hop on the granola-crunchy bandwagon sometimes need to be cautious. If you aren’t genuine, green marketing can easily backfire. Your customers want to see that you truly care about your supply chain, where and how you source your materials, the impact of your carbon footprint, and generally having as little negative impact on our planet as possible. To be an effective green marketer “going green” can’t just be a slogan–your business needs to truly commit to adopting sustainable practices.