Trend: Over half (55%) of Today’s Consumers say it’s important others see them as being environmentally conscious; 43% said that they would be willing to pay as much as 10% more per week for grocery items if they could be sure they would not harm the environment. A strong 62% say it is immoral for this country to consume so much of the world’s resources.

Opportunity: Today’s Consumers are increasingly concerned about ethical consumption and they’re more aware of the practices of companies with whom they do business, including restaurants. “Green” practices will have meaning, so consider ways to make your commitment known. Servers should be knowledgeable about your philosophy; if your practices are significant enough to be worth a written mention consider something on the menu, your Web site, or in a newsletter. The message is also sent via what consumers see – restrooms with recycled paper products and printing on recycled paper, green cleaning products, biodegradable takeout containers, etc.

Caution: Don’t overstate what you do. Consumers have also become quite cynical about companies who jump on the green bandwagon more for style than substance and/or over-hype their commitment.

Trend Source: Yankelovich MONITOR®