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Rethinking Consumption: Consumers and the Future of Sustainability

On the eve of the holiday shopping season, a new study by BBMG, GlobeScan and SustainAbility finds that consumers are rethinking consumption with sustainability in mind. According to the Regeneration Consumer Study, two-thirds of consumers in six countries say that “as a society, we need to consume a lot less to improve the environment for future generations” (66%), and that they feel “a sense of responsibility to purchase products that are good for the environment and society” (65%). The report also breaks down the largest consumer segment, the Aspirationals, who are seen to offer the key to sustainable consumption. The findings are based on an online survey of 6,224 consumers across Brazil, China, India, Germany, the United Kingdom and the United States conducted in September and October 2012.

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