The numbers speak for themselves. In 2010, a detailed Greendex research study from National Geographic and GlobeScan-based on an extensive, 17,000-per-son survey that covered 17 nations-found that 40 per cent of consumers in those nations purposefully avoid excessively packaged goods either "always" or "most of the time." Last year, the annual LOHAS Consumer Trends Study from the Natural Marketing Institute found that 75 per cent of U.S. consumers believe that many consumer products are overpackaged.
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