What was once a solution for effective green marketing has become a contested topic among marketing experts and environmental authorities alike. Consumers, however, are turning to technology for the answer. Bart King, writer for Sustainable Life Media, offers one possible solution to the green label conundrum – an app. Many products are now equipped with "smart barcodes," which allow users to scan codes to learn more information about the products they are purchasing with apps like GoodGuide. Apps also offer a potential solution for marketers struggling to efficiently communicate the holistic environmental credentials of their products.

On-pack offers only a small space for product messages, yet almost 80 percent of Americans want detailed information readily accessible on product packaging. Armed with apps, curious consumers can now dig deeper into a company's product specifications and environmental impact right in the store, without having to decode a myriad of labels.