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Leading experts on greenwashing offer a playbook for achieving competitive advantage by combatting misleading claims and building trust.

Greenwashing has reached epidemic proportions, and consumer confidence in business sustainability commitments is falling. Those most affected by greenwashing are genuine green firms, and companies truly committed to sustainability goals can find it hard to communicate their commitments and distinguish themselves in this sea of greenwash. These companies need to confront their rivals head on to win the trust of stakeholders. From Greenwash to Green Trust offers a new paradigm for how to gain and maintain competitive advantage in a world of exaggerated green claims.

Building on more than a decade of research on greenwashing, Tom Lyon and Wren Montgomery offer a three-step approach for companies determined to rise above their greenwashing competitors:

• Understand why trust has been broken: First, learn how greenwashing works, and hurts, in today's world.
• Build trust: Then, look in the mirror, acknowledge your own shortcomings, and substantiate your company's commitment to sustainability goals.
• Leverage trust: Finally, create powerful relationships to outcompete greenwashers and turn integrity into lasting advantage.

In the end, the message of From Greenwash to Green Trust is a positive one. While there are plenty of businesses doing the "right" thing on sustainability, with this novel strategic approach to beating greenwashing, businesses can center transparency and trust-to restore consumer confidence and support rapid growth.