Lamont at LiveGreen Construction Materials is concerned about how the marketing department at LiveGreen represents some of the company’s products. He feels that marketers make sustainability claims for all of LiveGreen’s products that don’t always apply. For example, an adhesive compound might be low emission and thereby green by that standard, but not produced in the most sustainable way, which is what the marketing copy for the compound claims. What’s the best plan for Lamont to reform marketing practices at his company? Only identify products as green if everything from their production to their intended use to their disposal can be considered green.

Only indicate green qualities for a product if it meets at least three of the green activities identified in the DOL O*NET taxonomic standards.

Identify products as green if they possess any plausibly green attributes but make no specific claims for any product.

Identify product attributes that match DOL O*NET taxonomic standards and promote those specific attributes