
Many consumers are increasingly alarmed about issues such as the genetic altering of food or the rising use of pesticides—commercial broccoli is treated with 35 pesticides, for example, and carrots with 22—it’s difficult to find fresh, organically grown produce. That’s because organic farming is a tough, labor-intensive business that struggles to make a profit. Few growers are willing to convert from toxic chemical fertilizers to piles of aged chicken manure or to use boxes of ladybugs instead of insecticides to control pests. And how many will hire workers to sit on their haunches in rows of escarole, painstakingly pulling every weed, instead of quickly dousing everything in herbicide?

Currently, more than 38 million conscious consumers are willing to alter their behavior to make a positive impact on their health and the well-being of our planet. However, they often encounter a disparate amount of unreliable or misleading information which creates more questions than answers. The market is being flooded constantly with “green” products.

A recent study revealed that 2/3rds of people who booked an ethical or eco holiday were woman...and that women is more likely to be older wearing a size 12 dress. 



You cannot stop a negative habit without knowing how much and how often you are doing it. Enter the financial "carrot": the online environmental calculator with a finance edge. Organizations like Xerox, RecycleBank and Creative Citizen are offering more than just a climate change reason to decrease consumption: money.
In the face of recession, like hundreds of mainstream brands before them, green companies and companies with green product lines now need to focus on building a brand identity that fills the emotional needs of consumers – to feel good about themselves, to feel hip to feel like they are eating healthy.