To avoid greenwashing, marketers should adhere to a few key principles. Firstly, be transparent and specific about your environmental claims. Provide detailed information and evidence to back up any sustainability claims. Secondly, ensure that your marketing messages are consistent with your overall business practices. If you highlight small eco-friendly initiatives, make sure they are part of a larger, genuine commitment to sustainability. Lastly, seek third-party verification and certifications to add credibility to your claims.