3. Pick Your Battles
Of course, you can’t take on every negative comment or greenwashing accusation. “When you talk about the concept behind green and LOHAS (Lifestyles of Health and Sustainability), they cover such a vast range in a product’s life cycle and organization’s life cycle. You have to pick and choose what you’re going to tout about your brand and what you’re going to monitor and comment on,” recommends Goldschein.