In this report, The Hartman Group examines where the consumer definition of sustainability currently is at and offers insight into the negative outlook consumers have for the economy and the positive outcome they feel will result by making sustainable purchase decisions.
Sustainability: The Rise of Responsibility provides a detailed analysis of several key product and channel categories. The analyses indicate that many consumers do not know which products or companies are truly sustainable. The report highlights key findings that reinforce the trend in “responsible purchasing” including, the number of consumers who believe their purchase decisions matter as much as their votes, how many consumers participate in sustainable behaviors and consider environment and social aspects at times in making purchase decisions, and those consumers willing to pay a premium for sustainable goods despite the economic downturn.
In addition to consumer perceptions and product and channel analysis, Sustainability: The Rise of Consumer Responsibility provides guidance for creating marketing and communications messages that resonate with consumers, which also serve as guardrails for helping companies to avoid perceptions of green-washing.
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