Will American Consumers Ever Go Green?

Corporate America is embracing sustainability, but consumers aren't keeping up. Panelists at the Brainstorm Green conference this week dissected consumer behavior in comparison with what they say they are doing. Consumers tend to overplay the importance of sustainability when discussing consumption habits, exaggerating small sacrifices and ignoring a reluctance to make sweeping changes. "They tell pollsters that they consider sustainability factors in their purchasing decisions ... but the reality is quite different. They're green-washing their own behavior." - Marc Gunther


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