It's Sustainable? So What?

摘要

Nearly 40 years ago, humorist Art Buchwald described our throwaway society with a bit of parody: "And man created the plastic bag and the aluminum can and the cellophane wrapper and the paper plate, and this was good because man could then take his automobile and buy all his food in one place and he could save that which was good to eat in the refrigerator and throw away that which had no further use. And soon, the earth was covered with plastic bags and aluminum cans and paper plates and disposable bottles, and there was nowhere to sit down or walk, and man shook his head and cried: 'Look at this Godawful mess."' That "Godawful mess" has grown exponentially since 1970. But do consumers care enough to do their part to remedy the mess? Is their desire for a healthy environment in sync with manufacturers' sustainability initiatives? To answer these key questions and provide client companies with a roadmap for sustainable branding success, The Sage Group conducted a web-based research study called, "My Views on Environmentally Friendly Packaging," and delivered it to nearly 800 multiple-generation "friends" via an email or a Facebook link and took care to use commonly understood terms.