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Consumers Don’t Notice Sustainability: Report

BELLEVUE, Wash. — Despite the magnitude of corporate sustainability initiatives and the vast sums of dollars backing them, companies are not getting much credit for their efforts from consumers, according to a new report, “Marketing Sustainability 2010: Bridging the Gap Between Consumers and Companies,” by The Hartman Group here.

BELLEVUE, Wash. — Despite the magnitude of corporate sustainability initiatives and the vast sums of dollars backing them, companies are not getting much credit for their efforts from consumers, according to a new report, “Marketing Sustainability 2010: Bridging the Gap Between Consumers and Companies,” by The Hartman Group here.

While 69% of consumers say they are familiar with “sustainability” (vs. 54% in 2007), only 21% can identify a sustainable product and even fewer, 12%, can name specific companies as “sustainable,” said the report.

“We’re seeing a broad gap in the way consumers and companies think about and approach sustainability,” said Laurie Demeritt, Hartman Group president and chief operating officer, in a statement. “That very few consumers today can name a sustainable company underscores the fact that so many corporate social responsibility and sustainability activities go relatively unnoticed by consumers.”

Closing the divide represents significant opportunities for companies. “Industry typically places great emphasis on energy and the environment projecting an image of being stewards of the planet,” Demeritt said. “But consumers are focused on more personal benefits like whether a product is healthy for their families or how a company invests in the welfare of their local community; above all consumers are looking for companies that are good citizens. From this perspective, we say that consumers equate sustainability with the golden rule, or a reciprocal notion of fair treatment of communities, people, or animals, and look through this lens when evaluating companies or thinking about which brands to use.”