Business: Buyer Beware

These days, every company seems to have a green division, acquisition plan, or rebranding strategy. But will those efforts produce returns in the consumer marketplace? The first major undertaking to combine ethnographic case studies with a national survey, the BBMG Conscious Consumer Report, polled 2,007 adults nationwide in September of 2007 to gauge their awareness of sustainable purchasing choices, the factors that affect their decisions, and more. Results excerpted from the BBMG report, which was released this spring, reveal that American consumers still have a long way to go before the nation’s buying patterns change dramatically. That means a vastly untapped market still awaits those companies willing to go eco.

Issue 25

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