According to the Natural Marketing Institute's LOHAS consumer trends database for 2007, consumers see sustainability as a long term thing. In fact, those who believe this outnumber those who don't, 2-to-1. That means consumers expect to see sustainable/eco-friendly products. And expect themselves and others to pick up eco-friendly practices. Those who "get there" and "do that" will be seen as the experts.
Read more about it here.
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