91% of Citizens Want Greener Products

Posted by on Dec 19, 2013

Screen Shot 2013-12-19 at 8.26.45 AMYay, in 2013 enough WAS enough!

For  years companies have been hiding behind the PR response of, “When consumers want our products to be greener, then we’ll do something.”

“When” has happened.

In research conducted by Research+Data Insights for Hill+Knowlton Strategies and Environmental Defense Fund the beyond tipping point number was revealed. Citizens also wanted more transparency in their products and more sustainable practices throughout corporate operations. Go figure. [the full article. ]

We all want to trust the companies we work for and buy from. That won’t happen until sustainability becomes a sporting event whereby everyone knows the rules and a third party referee can call a foul or throw a company out of the game through de-certification.

Screen Shot 2013-12-19 at 9.25.23 AMLuckily we’re seeing a glimpse of our economic future inside of Target stores. Earlier this year Target smartly partnered with Good Guide, which is part of ULE (Underwriters Laboratory Environment).

Good Guide is two faced, but in a good way…

1. Good Guide offers a citizen-facing tool that makes finding the greenest product in a category easy and also gives the transparent reason it received its 1-10 rating — take the rating on face value or dive into about 200 additional points of information.

2. Recently Good Guide added a supply chain-facing transparency tool  for benchmarking sustainable practices for vendors to understand where they can get better at the green game.

Target is also creating its own in-house brand of sustainable products which will be 100% GMO free soon. The “Just Label it” rally cry will be replaced with “Just Buy It” and go on with your day. This is what green mommy bloggers have been pushing to have happen for many, many years.

The best news? The majority does rule somewhere…

While what 91% of the US population doesn’t motivate our politicians to create laws and regulations to protect us, 91% of consumer opinion does motivate business to do better —  because competition always lives at the top.

Thank you Target for being the first to push sustainability in a transparent way. The economic model we forecasted years ago has finally happened — the opinions of the majority consumer (women) are the will driving business to deliver better products, and sustainable standards are keeping us all (buyers, sellers, manufacturers) honest.

Cheers to Target and more cheers to the green women consumers whose voices keep pushing for higher and higher standards.


  1. Thanks for this insightful analysis. Yes, it was a long time coming, and we still have a long way to go, but the progress in the marketplace is encouraging – especially given the gridlock on Capitol Hill and in various statehouses around the country. I second your message to consumers: keep on making choices that matter. Companies are paying attention, and the world is greener, cleaner, and safer because of it.

  2. Agreed Diane, business moves much faster than Congress.

  3. It’s interesting to be a part of the mom crowd that has been behind so much of this conversation, and while my personal voice is small in the scheme of things collectively we really do rock!! Thank you Mary for your statistical, and always forward thinking sharing, i love the way you think!!

  4. Thanks Mary, in so many ways, as our world continues to revolve around “the bottom line,” of which the “mantra” seemed to be green cost more $$ and consumer didn’t want it..You make it easy to understand and see the forest through the trees. Green is the way forward, and sustainability, transparency and understanding the ramifications of what we buy as well as our buying clout… are important reminders. As we live the days of “citizens united” its important and refreshing to see the people still matter and can make a difference!

  5. I agree with Karen-collectively we do rock!! Amazing what we can do together. Looking forward to seeing what 2014 brings.

  6. Sustainability interfaces with economics through the social and environmental consequences of economic activity. Sustainability economics involves ecological economics where social aspects including cultural, health-related and monetary/financial aspects are integrated. Moving towards sustainability is also a social challenge that entails international and national law , urban planning and transport , local and individual lifestyles and ethical consumerism . Ways of living more sustainably can take many forms from reorganising living conditions (e.g., ecovillages , eco-municipalities and sustainable cities ), reappraising economic sectors ( permaculture , green building , sustainable agriculture ), or work practices ( sustainable architecture ), using science to develop new technologies ( green technologies , renewable energy and sustainable Fission and Fusion power ), to adjustments in individual lifestyles that conserve natural resources. Despite the increased popularity of the use of the term “sustainability”, the possibility that human societies will achieve environmental sustainability has been, and continues to be, questioned—in light of environmental degradation , climate change , overconsumption , and societies’ pursuit of indefinite economic growth in a closed system .

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