Even with the downturn in the economy companies are still focusing their energy on being more sustainable, understanding their business operation and incorporating green business into their general business practices. Consumers are paying attention to the company’s commitment to the environment and sustainability. They have realized that they have buying power and with their purchases can support those companies that embrace the same values they themselves have. Unfortunately, many consumers rely heavily on the company’s advertisement and marketing of their green programs and sustainability commitment. This can lead to bad decisions on the part of the consumer and the degradation of consumer confidence. For more information read The Greenwash Guide by Futerra Sustainability Communications. Fortunately, most businesses have good intentions just bad execution. A sustainable business is more than a sustainable product and a green logo. A truly sustainable business requires an internal commitment from their corporate team to not only provide the world a better product but also improve the operation that developed the product.