Companies and organziations are increasingly feeling the pressure to be green. Those that are seen as green are taking it upon themselves to flaunt their environemental credentials. This is supported by Matt Franks, director at Eco Incentives who reported in an interview with Marketing magazine that environmental considerations are part of every decision a brand manager makes in order to show case their green credentials.

It has become obvious that consumers are interested in environmentally friendly products however, more and more of these same consumers are asking themselves questions to decipher which product is more environmentally friendly then the next. Questions such as 'Can this product be recycled after it's use?', 'Was this food grown locally, organically or neither?' and 'Is paper or plastic preferred if I've forgotten my canvas bag?'