Sustainability Efforts Go Largely Unnoticed

Considering the magnitude of corporate sustainability initiatives in the marketplace today and the vast sums of dollars backing them, companies aren’t getting much credit for their efforts, according to a new report from The Hartman Group, Bellevue, WA. Titled “Marketing Sustainability 2010: Bridging the Gap Between Consumers and Companies,” the report indicates 15% more consumers are now aware of the term “sustainability” compared to three years ago (69% in 2010 say they are familiar with “sustainability” vs. 54% in 2007) but only 21% can identify a sustainable product. Even fewer, 12%, can name specific companies as “sustainable.”

“We’re seeing a broad gap in the way consumers and companies think about and approach sustainability,” said Laurie Demeritt, Hartman Group president and COO. “That very few consumers today can name a sustainable company underscores the fact that so many Corporate Social Responsibility (CSR) and sustainability activities go relatively unnoticed by consumers.” Closing the divide represents significant opportunities for companies.