Americans Are Seeking A Simple, Safe, Good Life

Think the financial uncertainty rippling around the US and the globe is dampening American consumer interest in green products? Think again.

Six months ago green living had a decidedly upscale image. Hybrid cars, organic (foods and goods), green household products and home design all seemed aimed at a premium market of high-income, high-education households. Nevermind that environmentally responsible living -- at its core -- is about consuming responsibly, for the long run. It's about local choices, reducing waste, consuming less.

This vision for green living is bearing itself out in real time, today. Economic uncercertainty and the failure of mainstay institutions is driving one of the most fundamental changes across every level of American purchase groups. According to our proprietary CBC research on green consumer segments, American households are turning inward and undergoing a massive change-in-ife perspective, one that is increasingly about simplification, a paring down of unecessary choices, of adopting a long-view and about preserving a safe world for our children. And in the center of all this is an increased interest in products and choices that will support these ideals of being good stewards to the planet, our families and our communities.

CBC has set out on its own mission to empower brands with a new way of thinking, behaving and selling. As part of our "Simplinomics" endeavor we are working to create programs that serve as a guide to navigating through the new social, economic and environmental order.

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