BELLEVUE, WASHINGTON - Why aren't consumers putting their money where their sustainable aspirations are? The answer, according to a report released today by The Hartman Group, the leading consumer research firm on sustainability, lies somewhere in the widening gap between familiarity with the term "sustainability" and consumers' ability to identify sustainable products or companies. The report, Sustainability 2013: When Personal Aspiration and Behavior Diverge, provides illuminating new insights into the barriers to purchasing sustainable products (including differences across product categories).

"We're seeing a broad gap in the way consumers and companies think about and approach sustainability," said Laurie Demeritt, CEO, The Hartman Group. "That very few consumers today can name what they consider to be a sustainable company underscores the fact that so many corporate social responsibility and sustainability activities go relatively unnoticed by consumers."

The question of why consumers aren't buying more sustainable products has haunted companies in the consumer packaged goods industry for several years.

"In the World of Sustainability, there is a widening chasm between what consumers say they want and what they actually buy. On the one hand, consumers say they want to be sustainable and they want companies to behave sustainably," explained Demeritt. "On the other hand, when companies do take action, consumers don't always give them the credit they might expect. There are mechanisms underlying why consumers don't always prioritize sustainability in their purchase behavior."

The report details how the consumer definition of sustainability has broadened, including:

• The number of consumers reporting they are familiar with the term sustainability has grown from 69 percent in 2010 to 74 percent today
• The number of consumers stating they can identify a sustainable product has also grown, from 21 percent to 23 percent, but at a smaller rate, meaning the gap has actually increased since 2010

"The research uncovered the fact that how consumers think about product categories is more relevant to "the gap" than how they think about companies," added Demeritt.

Sustainability 2013 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 environmental and social aspects at times in making purchase decisions, and those consumers willing to pay more for products with specific dimensions.

The report's executive summary can be downloaded from The Hartman Group's website:www.hartman-group.com

About The Hartman Group
The Hartman Group is the principal provider of global research on consumer culture, behaviors, and demand and a leading advisor to the world's best-known brands on market strategy. Through a unique suite of integrated custom, primary research capabilities, market analytics, and business strategy services, The Hartman Group uncovers opportunity spaces and avenues for growth for clients across the consumer-driven marketplace. The Hartman Group is internationally recognized for breakthrough perspectives on emerging and evolving consumer behaviors in health and wellness, sustainability, and food culture.

About the Sustainability 2013 Report
To provide the greatest depth of insight into understanding the gap between consumers' sustainability aspirations and actual purchase behaviors, qualitative ethnographic and quantitative research methodologies were deployed. This integrated-research approach allows us to go beyond the usual listing of motivators and barriers to uncover the principal drivers responsible for moving consumers along the adoption path in the World of Sustainability. Building on The Hartman Group's rich intellectual capital in sustainability research, this report provides a strong longitudinal tracking of consumer aspirations and behaviors. Qualitative ethnographies were fielded in Seattle and Atlanta, and more than 1,800 U.S. adult consumers participated in the online survey.

Contact:
Blaine Becker
Senior Director, Marketing
425.452.0818, ext. 124
blaine@hartman-group.com