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 # Sustainability Opportunity and Risk: Walking the Thin Line

 

##### Blog by Julie Urlaub, Founder and Managing Partner at Taiga Company

 

 

 Oct 22, 2010 4:20 PM ET

  

[Taiga Company Blog](http://blog.taigacompany.com/blog/taiga-company/0/0/sustainability-opportunity-and-risk-walking-the-thin-line)

Growing consumer eco awareness has placed consumer preferences as a major and defining aspect of business sustainability. Companies quick to respond to market changes may believe they are positioned to capitalize; when in fact, they may actually be exposing themselves to an insurmountable business sustainability risk.

Shifting market trends have given rise to a myriad of alternative products and services. Evidence of this shift can be seen in the shear number of ‘green’ products available on the shelves at the local grocery store. This is further supported by recent [studies](http://www.sheltongroupinc.com/research/eco_pulse.php) which show more than 60% of American consumers are actually seeking out green products. 

 

However, the same studies reveal that many consumers are presently confused about what exactly are the criteria for green products, and this confusion has led to a lack of trust. Our sustainability consulting finds that those who find themselves in trouble often focus exclusively on:

 

• Who is likely to buy green products by category?

• Which categories are the hottest for green?

• What price premium consumers will pay for a variety of green features?

 

In contrast, business sustainability leaders recognize that business and product [reputation](http://blog.taigacompany.com/blog/taiga-company/0/0/does-reputation-matter) are increasingly important in the ‘green’ consumer market. Companies on the forefront of sustainable development are differentiating themselves from their lagging competitors to capture and secure the interests of the increasingly informed consumers. These companies are looking beyond the immediate market plunge and asking: 

 

[**Click here to continue readiing**](http://blog.taigacompany.com/blog/taiga-company/0/0/sustainability-opportunity-and-risk-walking-the-thin-line).

 

*Home to one third of the earth's trees, the Taiga is the largest land-based biosphere and encircles the globe. Its immense oxygen production literally changes the atmosphere and refreshes the planet. It is this continuous renewal that has shaped Taiga Company's vision to drive similar change in the business world.* [*Taiga Company*](http://taigacompany.com/) *seeks to be the "oxygen for your business".*

TAIGA9901



 

 

 

 

 

 

 

 [![](/sites/default/files/Clients/TaigaLogoFull_1.jpg)](/profiles/taiga-company)

 



 

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