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According to a new Natural Marketing Institute (NMI; www.nmisolutions.com) report, when it comes to the triple bottom line concept—people, planet and profit—consumers have turned against the “‘whatever the cost’ strategy” of previous years in favor of the first two pillars. “[C]onsumers clearly want more focus on the social and environmental legs of the stool, while profit takes a back seat,” the report notes. “Whereby this result might be expected, it points out the need for responsible capitalism.” NMI adds that, far from being anti-profit, the financial opportunities are significant, estimating that the market for lifestyles of health and sustainability (commonly referred to as LOHAS) is about $209 billion and growing rapidly.
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