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 and 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.