For sustainable practices to take root, eventually consumers have to get on board in a big way. We see again and again that companies believe that the way the media portrays sustainability is the same way consumers think about sustainability, and this just isn't true. Companies have to understand the point at which "their" consumers are on the adoption pathway as it relates to sustainability behaviors. 

If there is a common ground between corporate and consumer bottom lines it would be in communicating what aspects of the corporate bottom line are most relevant to where consumers are on the path toward greater involvement in sustainability behaviors.

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