Eco-products. 100% organic. Ecologically friendly. All-natural. Fair trade. Locally grown. Green. These labels — which indicate a company’s, brand’s, or product’s commitment to social responsibility — are rampant. Although the meaning of these labels is not always formally defined, or even entirely clear, a broad and growing base of consumers now look for, and buy, products that proclaim their virtue.
In June 2014, the Boston Consulting Group (BCG) published “An Imperative for Consumer Companies to Go Green,” an article that addressed growing consumer concerns about responsible consumption.