Nice…

Their websites just seem to project a certain energy which I can’t really explain.

That’s it right there: the million dollar question these companies are all going to be trying to figure out for their marketing. In their eyes, if they can just project that energy, it’s probably irrelevant whether or not it comes from a real/authentic source.

Sometimes it can be difficult to tell if a company actually is green or sustainable but there are several ways to find out. A lot depends on whether it’s a new company or an established company trying to change it’s spots. And also whether it’s a local company or a company hiding behind a website with little information about itself and the owners.

Local companies are easy because you can go and meet and talk to them and often intuit if they’re genuine or not.

Websites are sometimes harder, but as a general rule I find that companies run by genuine people don’t try to hide themselves. Often they tell their story about why they came to be doing what they’re doing. Their websites just seem to project a certain energy which I can’t really explain.

I think a good example of a really big company in the UK who I really like and respect is Innocent Drinks who make fruit smoothies. I love how they write about themselves - http://www.innocentdrinks.co.uk