03 Jun '11, 12pm

6 New Values Change The Way #Consumers Buy | Sustainable Life Media via @SustainBrands #sustainability #CSR

6 New Values Change The Way #Consumers Buy | Sustainable Life Media via @SustainBrands #sustainability #CSR

A radical shift is happening in the marketplace -- consumers are increasingly basing purchasing decisions not just on value, but on their values. Marketers must respond quickly to this shift or risk being left behind by offerings viewed as more authentic and committed to sustainability. By Jacquie Ottman As I describe in my new book, The New Rules of Green Marketing: Strategies, Tools and Inspiration for Sustainable Branding (Berrett-Koehler; February 2011), now more than ever, consumers of all stripes are demanding that the brands they buy and the companies that make them, share their own personal social and environmental values. Consumers are increasingly seeing businesses as linchpins with the resources and the incentives to address pressing societal needs (and this is especially so when government is seen as falling behind or inadequate in this regard.) This perception...

Full article: http://www.sustainablelifemedia.com/content/column/brands...

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