The Lore - this is what greenies stand by - what they preach - A little bit of yawn!
The Lure - this is what marketers use to get us to tune in to what they say! - Yay!
The Lie - this is what we are trying to get away from with green washing. - Thumbs down!
I quite like these as marketing distinctions - and we are definitely in need of more of 'the lure' in our campaigns.
Speaking of The Lie - aka 'green washing' and 'green hushing', but eventually we will have to drop the word, green altogether, as the public will get sick of such words (sustainability, environmental, eco-friendly etc).
I also mentioned in the marketing material for my book, Green Spin - Promoting the Green Message, that us greenies are in need of a 'spin-clean'.
Oh dear, there's that word, green again.