Edelman's recent GoodPurpose survey of consumers (6000 people, 10 countries, 18-64 years old) showed that 91 percent said that protecting the environment is the cause they personally care the most about.
That leads improving the quality of health care (89 percent) and reducing poverty (87 percent), according to the study by Edelman.
82 percent of those surveyed said they were more likely to trust a company for making progress on environmental initiatives. That was the seventh-ranking trust item, with the leading vote going to companies that trust their employees. Nearly six out of ten consumers (58%) are looking for brands to do more for them than just provide them with a product or service. 64%of consumers say they expect brands today to do something to support a good cause.
So, is it true? Is protecting the environment the most important thing to you? Do you trust a company more that's working on environmental initiatives? And if so, what companies do you trust when you walk into your local outdoor shop? Pleas tell us in the comments below.