According to research released by shopper marketing and industry insight experts, Ryan Partnership Chicago and Mambo Sprouts Marketing, health and eco-consumers want one universal green score to help them make sustainable product buying decisions.Survey findings published in the "One Green Score for One Earth" sustainability research white paper, suggest shoppers would increase sustainable product spending if only they could determine which products were truly green and which had been simply green-washed.
According to Christine Nardi Diette, president of Ryan Partnership Chicago, simplicity is the key today. "All of the green messaging is creating more confusion than confidence. Consumers are challenging manufacturers and retailers to be clear about their commitment to sustainability."
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