Green science is very important to anyone who seeks to employ sustainable business practices. Although rarely explicitly communicated in an effective marketing message, scientific evidence must implicitly support Green marketing claims. By definition scientific investigation means that conclusions will always be subject to review. Therefore it is incumbent upon sustainable businesses owners to continually reevaluate their Green promises.
Atmospheric sciences, environmental chemistry, ecology, and geosciences have all contributed to the large and growing body of evidence. Taken as a whole the results confirm climate change, reductions in biodiversity, diminished water quality, soil contamination, resource depletion, and air pollution.
Those who try to dismiss the plethora of data ignore the facts. There are those who have funded environmental research as a stall tactic. Others argue that such things as climate change are part of a normal process citing the fact that we have experienced periods of global warming (and cooling) in the past. However it is a fact that our climate is warming faster as a consequence of human habitation. This should be obvious to even the most cynical scientist, taken as a whole the weight of the evidence is irrefutable. There is no simple panacea, but there is scientific consensus: Threats to our environment are real.
Marketing messages that pander to doubters may lose the attention of their core audience. There is adequate exposure to scientific evidence to discard the views of the politically motivated or intellectually questionable luddites who feel climate change is some kind of hoax. Effective Green marketing is often best when it implicitly incorporates sustainable attributes. Knowledge does not infer wisdom, but it is an important step on the road to intelligent stewardship. Scientific observation is an invaluable tool, what we do with it, is up to us.