For most Americans, the overarching concept of sustainability is too broad to be relevant on a daily basis. In the context of the term, consumers are often overwhelmed with the complexity of expert opinions and what they frequently perceive as contradictory evidence and claims. In fact, most consumers have difficulty identifying significant details of brands or companies linking to sustainability practices. 

The gap between consumer awareness of the term "sustainability" and identification of "sustainable" products, brands, and companies is this: Consumers today have little to no ability to point to significant details regarding brands or companies that might have a sustainability halo.

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