Communities: Citizens of Sustainability
A 2007 Ten-Year Forecast Research Perspective
For years, advocates of sustainable corporate practices have focused on green marketing. They have documented a growing segment of consumers with so-called green values and have created high-value products that appeal to these consumers. This strategy has catapulted Whole Foods into a leadership role in retail food and has perhaps inspired Wal-Mart to follow its lead. Over the next decade, though, these green consumers are likely to turn into “sustainable citizens,” as do-it-yourself attitudes, smart-networking skills, and a focus on personal and community health converge.