Consumers define Sustainability in a multitude of ways

Ability to last over time 76%

Ability to support oneself (self-reliance) 55%

Conserving natural resources 44%

Recycle, reuse, reduce 44%

Responsibility 35%

Environmentally friendly 33%

Green 23%

Reducing carbon footprint 22%

High quality 17%

Humane treatment of animals 12%

Fair trade 12%

Simple living 12%

All natural 11%

Organic 11%

Connecting with others 9%

Local 7%

Social activision 6%

Reduction of meat consumption 4%

Source: Sustainability 2008 Survey, Sept 2008. Copyright © 2009 by The Hartman Group, Inc.