The problem is that while ‘green-ness’ means one thing to you, it might mean something totally different to your customers, since it is used to describe a broad range of strategies and activities from environmental sustainability and organic ingredients to carbon neutral energy consumption and reduced waste. It’s all in how you choose to define it.

So here’s a ‘cheat sheet’ to help you understand a few of the many, varied meanings of green. And don’t forget---the most important meaning of green is how your customers define it, so be sure you’re in touch with how they view it before you make significant changes to your brand.

Some of the varied shades of green: