Guest Post: Shifting Language
Not all sustainability terms are understood equally
Jul 7, 2011 11:23 AM ET
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An interesting shift happened in 2010: consumer awareness of the term “carbon footprint” surpassed that of “renewable power” (according to Natural Marketing Institute (NMI)’s 2010 LOHAS Consumer Trends Database, and based on a nationally representative survey of 4,000 U.S. general population adults). We think this is significant because renewable power has been talked about for decades. Perhaps this is just the reason that consumers have latched onto the new kid in town. A guest post by Gwynne Rogers, Natural Marketing Institute.
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