A must read for B2C companies and their agencies is The Hartman Group study, Sustainability: the Rise of Consumer Responsibility by Alison Worthington, Spring, 2009.
As we have maintained with EarthSayers.tv, our project focusing on increasing sustainability awareness among those who begin a Web search on the term, is reinforced in the results cited in The Hartman study, "On-pack, Internet, and in-store being the top three sources for information on sustainability (not 3rd party or company reports)."
And for those in the food and beverage industries, "Food is basic...and it impacts everything. So it makes sense that sustainability has to start with food." Over a third of the consumers are willing to pay 20% more for a sustainability benefit.
If you were a marketer that was slow to recognize the shift of power to the consumer, don't make that same mistake with the move of the consumer to buying sustainable products and services as it is a way to express personal values and, as we have seen with recent food recalls, it's healthier.
There is more on this report on my blog, Sustainability Advocate.
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