A recent study in the USA has shown that consumers and businesses have a different interpretation of the terms "sustainability " and "corporate social responsibility".
The online survey of 1982 consumers was done across the US in August 2010, by the Hartman Group.
Another survey was done three years ago and there were significant changes since then. Around 69 percent of the consumers who responded were now aware of the term "sustainability", which is a 15percent increase from 2007. This is a great finding, however it did not translate to recognising sustainable products or businesses. Only 21 percent were able to name a sustainable product and there were about 12 percent who were able to correctly name a business that would be thought of as being "sustainable".
The survey results also highlight that the consumers interpretation of the word "sustainable" has changed and now has a strong green or environmental focus, and away from the traditional or dictionary definition approach of "being able to last over time".
Recognising what consumers are thinking about in terms of sustainability is an excellent opportunity for food businesses.
However, all food business must be aware that effective as of January 2011, there will be tight definitions and requirements for words like"green", "sustainable", "environmentally friendly" etc in advertising and labelling of food products.
