Consumers are becoming increasingly concerned with the sustainability of the goods and services they buy. A 2013 study by GlobeScan, BBMG and SustainAbility, 86% of consumers said transparency about ingredients is extremely or very important. However, just a little over half (57%) said they regularly check the list of ingredients before purchasing products.

You may not immediately see the similarities between the recent measles outbreak in the U.S., and the ever-contentious hydra-headed problem of global warming. But on closer scrutiny, both come from what may seem like an insane refusal to accept facts and act in the best interests of everyone concerned. Of course, to those who militate against vaccinating their children and attack the idea of global warming as a human-induced phenomenon, their actions don't seem insane at all.

When we talk about marketing green, we tend to focus on selling to mature consumers, that is, adults. In reality, the consumer of tomorrow, an increasingly important influencer of behavior, is the younger generation of tweens and teens.