Despite increased awareness and interest in green living and climate change, the job of the green marketer has not been made easier. Corporate ethics is now a major field of study and an important focus area for many companies. This increased level of competition makes acquiring the consumer's attention more difficult. Moreover, consumers interested in making ethical purchasing decisions are now less willing to sacrifice convenience for green products, pay a premium for them, or research confusing and conflicting claims on their own.

This report aims to help green marketers cut through the clutter, and consumer fatigue and skepticism, to make clear cases for consumers in an increasingly green-oriented world. The report incorporates of both a custom quantitative and qualitative survey, alongside expert coverage of the direction of consumer sentiment. Insight into the green consumer’s mind and broad trends is provided along with the following subjects:

How the recession and government action have altered the playing field for green marketing

Which green subjects are getting the most attention from companies and from consumers

How people of different ages, races, incomes and education think differently about corporate responsibility

Which marketing strategies are most likely to win over or alienate the most committed green shoppers

How companies can maintain good green reputations and overcome bad ones