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The Fall of Man, Lukas Cranach the Elder

Namely, it indicates that 67% of consumers believe it’s important to buy ethically responsible products, and that 51% of them are willing to pay more for those products. What’s more, 28% of consumers avoid buying products from companies whose political and social positions they disagree with, while 17% have told others to stop buying products from those companies.

While none of comes as a surprise, exactly, there’s another interesting statistic that might: according to the survey, 23% of consumers say they have “no way of knowing” if a product does what it claims. To wit, there what appears to be a statistically verifiable “green trust gap.” Now, why might that be the case?

Raphael Bemporad, co-founder of BBMG, says the findings mean that marketers need to better communicate with consumers and be more transparent. DLB’s official response? Well, duh.