The 30:3 Ratio

London strategist, Wendy Gordon, calls this the 30:3 ratio. "Thirty percent of people claim to be concerned about the environmental and ethical integrity of products and services they purchase and yet only three percent translate this attitude into behaviour," says Gordon, who is the author of a booklet, Brand Green: Mainstream or Forever Niche?

Other interesting insights on Green branding in the article.

via Red Orbit via WorldChanging