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#Consumer4sight No 6: Greening it up by choice or by force

More consumers are greening it up – Soon regulatory and social pressures will meet economic pressures to drive greener lifestyles. People are already subject to local recycling laws and often laws relating to their use of energy and water resources. But higher prices are an even surer way to wake up consumers to the need to conserve, reuse, etc. And shifts in consumer values are, at least for some, in the direction of less material consumption, but you don't have to care about the earth to be greening up your lifestyle. The bottom line for business. Though it’s not a majority of consumers who are acting on green values as they consume, plenty are. And sometimes the green option is the choice when two choices are otherwise about equal. It's also critical to get ahead of evolving regulation on matters of sustainability. Playing catch-up is expensive. At some point a company’s overall profile is a critical brand attribute, and if that profile looks anti-green in the marketplace, that company loses. Sustainable practices will be an integral part of corporate processes and a prominent brand matter. And the sustainability bar is regularly raised, as we gain knowledge and awareness of what matters. Image: photologue_np, via Flickr cc attribution license

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