Small and medium-sized businesses don't typically have the time to set up a dedicated green-marketing program, but it's still possible to communicate sustainable successes to customers, writes Shannan Hodgson. Simply be transparent about your successes and failures, and customers will reward your honesty. "When you're on the way to reaching your goals, communicate this with the consumer so that they can feel good about using your service," Hodgson advises.

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