“What Do I Do When They Accuse Me of Greenwashing?”

Greenwashing Accusations: How to Avoid A PR Nightmare

You’ve got a whole sustainability department. You’ve slashed your waste, your energy use, your raw materials—which you’ve shifted largely to organic and fair trade. You even collect your products at the end of their lifespan and repurpose them, sending nothing to the landfill.

And yet…here are those pesky protestors again, criticizing you in the press, presenting shareholder resolutions at your stockholder meetings, and claiming you’re not green enough.

What’s a company to do?

Help Is At Hand!

Fear not! Help is just a phone call or an email away. Going Beyond Sustainability’s founder, Shel Horowitz, is ready to go to bat for you. Known as “The Transformpreneur,” Shel has decades of experience in both the activist world and in marketing and PR. Shel is the primary author of both Guerrilla Marketing to Heal the World (endorsed by Seth Godin, Jack Canfield, Cynthia Kersey, and many others) and the earlier Guerrilla Marketing Goes Green (named a Groundbreaking Indie Book by Independent Publisher magazine) and an international speaker. He can help you craft a strategy to:

  • Call attention to the good work you’re already doing
  • Develop and market profitable new products and services that actually turn hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance—and improve the perception of your company
  • Tell your story to the world
  • Work internally to create buy-in from employees, suppliers, investors, and other stakeholders
  • Strategize with you about how to best counter an unwarranted attack over supposed “greenwashing”

IMPORTANT: If you really are greenwashing, we are not the right agency for you!

If you market and promote a product or service that is bad for the environment and pretends to be good or otherwise fails our criteria, we will not accept you as a client. If you are promoting some destructive technology like nuclear power as a solution to global climate change, please go elsewhere. Or better yet, re-engineer your company so it’s doing good in the world—and THAT is something we can help you with, so give us a shout.


“Shel brings a natural grace and deep acumen to the topic of profitability and social change. One can see, hear, and feel the depth of his commitment to making the world a better place while designing real business-based solutions that ensure companies stay relevant and profitable in the new marketplace. Shel is that one-of-a-kind expert who can help existing traditional businesses begin the steps to become ‘green’ and assist new businesses to start smart by tapping into the market of social change and green business. Thanks for all you do in service to humanity, Shel. We’re lucky to have you!”
—Kymm Nelsen, CEO, Institute for Conscious Leadership and host of the Conscious Leadership Weekly podcast

Click here to listen to Kymm Nelsen interview Shel on the Conscious Leadership Weekly podcast

Click here to discuss your goals with Shel

Click here to explore a do-it-yourself resource: Shel’s double-award-winning 10th book, Guerrilla Marketing to Heal the World (endorsed by futurist Seth Godin, Chicken Soup for the Soul co-creator Jack Canfield, and 50 other thought leaders)

Click here to read an extended interview with Shel on Forbes