Tuesday, August 11, 2009

Analyzing the Sustainable Consumer

Speaking from the perspective of a sustainable marketer, it is sometimes difficult to reconcile the tenets of sustainability with those of buying a product (even if it's ours). For me, it comes down to the best possible compromise. However, the good people at Continium decided to take this a step further.

Based on a broad survey of consumers in Boston, Atlanta, and Fort Collins they conducted a study, titled Colorblind. At face value, the majority of their conclusions are not entirely surprising. However, it does point out that the variety of reasons people choose to act sustainably. Definitely worth a read.

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