If you are a business that has made a concerted effort to improve your green credentials and take environmental action, then you may be wondering whether you should be promoting this achievement. The short answer is yes, you should promote your green credentials, but only if you communicate it correctly.  This is because environmental responsibility has been in the spotlight for a number of years, and as awareness grows, so does the number of companies cynically jumping on the collective bandwagon, boasting about token efforts they have made to reduce their carbon footprint or change their ethos.  As a result, many consumers are skeptical about how authentic corporate environmental claims are. If your message is perceived as mere posturing, it could have the opposite effect as intended and actually damage…