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home : publications : reports : sustainability-2013

Product Price: $15,000

Release Date: 2013-06-20

Report Length: General report in PowerPoint format: 144 pages. Set of standard demographic data tables in Excel format included.

Market Coverage: U.S. market

Methodology: Integrated three-phase qualitative ethnography and quantitative online survey. 1.) Quantitative online survey: Nationally representative sample of 1,841 U.S. adult consumers. 2.) Qualitative ethnographies fielded in Seattle and Atlanta.

Category: Food and Beverage, Personal Care

Sustainability 2013

See how companies can bridge the gap between the sustainable products consumers say they want and what they actually purchase by addressing consumers’ barriers to purchase.

As cultural observers, we have witnessed the profound evolution of the personal, social, economic, environmental, and business realities of sustainability in consumers’ lives and corporate practices.

As we noted in our landmark 2007 study, for today‘s consumer sustainability is not simply about living sustainably and saving the earth. While consumers associate a diversity of meanings with the term, the sustainability mindset involves a greater awareness of practices and products beyond sustainable attributes, including those perceived to impact the greater social and economic good. The notion of responsibility as doing the right thing has particular resonance with consumers in that it symbolizes an underlying value that guides their views about sustainability.

Since 1989, The Hartman Group has been painting the evolving picture of the American consumer and providing data, findings and counsel to companies on consumer lifestyle, shopping and purchase habits, adoption pathways, and aspirations within the World of Sustainability.

Here's a video about the Sustainability 2013 report that updates The Hartman Group's years of research into consumers' changing attitudes toward sustainability.

In Sustainability 2013, The Hartman Group provides a comprehensive update on our previous work and examines how the current consumer understanding of sustainability can be converted by companies into purchase transactions. The report provides a detailed analysis of several key product and channel categories and highlights key findings including how many consumers participate in sustainable behaviors and consider environment and social aspects at times in making purchase decisions, and those consumers willing to pay more for products with specific dimensions.

Table of Contents

  • The World of Sustainability
  • Zones of Responsibility
  • Gateways
  • The Sustainability Gap: A Consumer Perspective
  • Sustainable Products: Category Deep Dive:
    • Food & Beverage
    • Personal Care
    • Household Cleaners
    • Pet Food
  • Sustainable Food Service
  • Sustainable Retail
  • Sustainable Packaging
  • Communicating Sustainability
  • Bridging the Gap: Recommendations


Blaine Becker
Sr. Director, Marketing
425.452.0818, ext. 124

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