SELLING SUSTAINABLE SODAS, SHOES, SWEETS SUSTAINABLY: REASONABLE, OBJECTIVE, SUSTAINABILITY MARKETING IN A GLOBAL ENERGY AND ENVIRONMENTAL TRANSITION.

The article explores the rise of green advertising and sustainability marketing in response to global environmental concerns. It discusses the organizations and regulations involved in sustainability, such as the United Nations, the Federal Trade Commission, and the Environmental Protection Agency. The article also examines recent lawsuits and proposes a framework for evaluating sustainability claims in marketing. It emphasizes the importance of crafting honest and fair sustainability advertising and considers the perspectives of consumers, businesses, and regulators. The text provides insights into the complexities and challenges of sustainability marketing and highlights the need for clear and objective frameworks to evaluate sustainability claims. It discusses the role of government agencies in addressing sustainability marketing and greenwashing, as well as the need for accurate information and objective analysis. The article also discusses the use of the terms "sustainable" and "sustainability" in various contexts and highlights the need for transparency and legal compliance. It discusses two lawsuits involving Coca-Cola and BlueTriton Brands, focusing on issues such as plastic pollution, fossil fuel usage, and water resource depletion. The article proposes a framework for evaluating sustainability claims and emphasizes the importance of reasonableness and transparency. It also highlights the need for ongoing sustainability conversations and engagement with consumer expectations. The text suggests that the Federal Trade Commission should include sustainability in its Green Guides and emphasizes the distinction between the Green Guides and the Securities and Exchange Commission's climate risk disclosure rules. The article proposes language for sustainable guidance and calls for a balanced approach that encourages positive environmental efforts while providing guidance for stakeholders. The proposed sustainability analysis and guidance [Extracted from the article]