Developed in the 1990s, a marketing approach to highlight products and production methods that improve environmental performance, further ecological causes, or solve environmental problems. Marketing products and services on these effects is growing but not all environmental claims are accurate. Some might be examples of green-washing. Ecological marketing works well with some groups of users, in particular “True-Blue Greens” or other groups oriented toward ecological causes. Commonly referred to claims include “non-toxic” and “bio-degradable.” However, these claims may turn-off other customers who are sceptical of environmental claims.