In a blog post, Beth Ziesenis recalls working at a Colorado dude ranch, and being asked to put placards in guest rooms urging water conservation. They were intended to save on laundry bills and enhance the ranch's image, not to preserve the environment, and the former Peace Corps volunteer took exception to their cynical misrepresentation. "We don't recycle; we don't compost; we don't do anything for the environment," she protested.

Today customers check up on environmental claims. Ziensenis has the following advice for keeping your green credentials honest:

Don't exaggerate. "Buying carbon offsets or wind energy credits can actually give you the 'right' to say your company is powered by alternative energy sources," says Ziesenis, "even if you're plugging your computer into the same power plant you always have."

Put it in writing. Create a green philosophy statement that details how you reuse, reduce and recycle.

Reinforce your commitment. Give tips and keep everyone updated on your green strategies in newsletters and promotions.

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