This past week I had the pleasure to hear a presentation from Mark Hardy at Earthsense, a market research company. The presentation broke down consumers beliefs of what makes a product sustainable. There are six key metrics, such as production, composition, distribution and disposal. The really cool thing about Earthsense's research is they can define sustainability attributes by product categories. For example, people care way more about the production and composition of their food than they do for their cars or electronics (for those items the green thing is to reduce energy usage). While some the findings are kind of obvious (like the example above), earthsense does do a great job of presenting the business case for sustainability in a way that can help management make more effective and profitable strategies.
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