Considering the magnitude of corporate sustainability initiatives in the marketplace today and the vast sums of dollars backing them, companies aren’t getting much credit for their efforts, according to a new report from The Hartman Group, Bellevue, WA.

Titled “Marketing Sustainability 2010: Bridging the Gap Between Consumers and Companies,” the report indicates 15% more consumers are now aware of the term “sustainability” compared to three years ago (69% in 2010 say they are familiar with “sustainability” vs. 54% in 2007) but only 21% can identify a sustainable product. Even fewer, 12%, can name specific companies as “sustainable.”

“We’re seeing a broad gap in the way consumers and companies think about and approach sustainability,” said Laurie Demeritt, Hartman Group president & COO. “That very few consumers today can name a sustainable company underscores the fact that so many Corporate Social Responsibility (CSR) and sustainability activities go relatively unnoticed by consumers.”

Closing the divide represents significant opportunities for companies. “Industry typically places great emphasis on energy and the environment projecting an image of being stewards of the planet,” Ms. Demeritt said. “But consumers are focused on more personal benefits like whether a product is healthy for their families or how a company invests in the welfare of their local community; above all consumers are looking for companies that are good citizens. From this perspective, we say that consumers equate sustainability with the golden rule, or a reciprocal notion of fair treatment of communities, people or animals, and look through this lens when evaluating companies or thinking about which brands to use.”