Baby boomers will pay for planet-friendly brands

03/1/2012 | Environmental Leader

A recent survey of baby boomers shows that they are increasingly concerned about their well-being and the well-being of the planet, writes Kevin Kelly. The majority of those polled said they'd prefer to buy sustainable products and that they were willing to pay a premium for greener and healthier brands. "[S]ustainable design ... is becoming an important product differentiator -- if not necessity -- in a competitive world," Kelly writes.

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