Why Expect More from ‘Green’?

There has been a surge in global eco awareness which can be seen in shifting consumer behavior. Business sustainability concepts and definitions are increasingly subject to scrutiny and interpretation. These consumer expectations and pressures on business sustainability are resulting in a greater number of green products and services. But are green products really as good or better than traditional ones?

In a GreenBiz article, the author comments that mainstream consumers see green products as worse than conventional products, feeling they must sacrifice quality, affordability, convenience or other important attributes.

However, the preference for sustainable products still remain on the rise. The 2009 Cone Consumer Environmental Survey, indicates that 34 percent of American consumers are more likely to buy environmentally responsible products today, and another 44 percent say their environmental shopping habits have not changed as a result of the economy.

Access to information has put the consumer preferences for alternative products on the leading edge of business sustainability. In comparison to previous generations, sustainable products and services are not being brought to the consumer; so much as, the consumer is defining the products and services they want available in the market.

As a sustainability consultant, we are enthusiastic about the discussion. Consumers are raising their eco awareness and holding business accountable for their actions. This is requiring companies to incorporate true business sustainability behind their green marketing.