08/11/2005 09:42:00 PM 
More information on Kierstin's latest Shift research can be found here.
What beacon brands do you see out there that stand out because they lead by example?
Edun- for substance and style
Revolution Living LLC/Steve Case- For having the vision to see this is where the culture is heading and where the business opportunity is. An innovator to keep on admiring!
Mountain Equipment Co-Op- For truly walking the talk from manufacturing to management.
Interface Carpets-tends to often be the poster child in this area, and rightly so.
2010 Winter Olympics- For establishing sustainability as a cornerstone of Vancouver's Winter Games Bid.
Harry Potter in Canada- For printing the last two Harry Potter series on Ancient Forest Friendly paper
Nike- for being the first in its industry to voluntarily disclose the names and locations of its contract factories (for Nike-branded)
What are you hearing from consumers in your research?
I'll share with you some findings from the SHIFT Report, Issue 1
1. Help me be a conscious consumer! Consumers want to be socially responsible but they are asking for help. They believe brands can give leadership and guidance here. For brands to understand why and how to do this, they need to understand that......
2. For consumers, there are 4 costs of entry- to social responsibility. Understanding these, helps marketers understand the disconnect between attitudes about social responsibility and action-(and why that the gap is closing).
3. The evolution of the American Dream. North Americans are beginning to express their belief that their culture of commercialism has negatively impacted life. The shift to sustainability is the pendulum not merely swinging the other way, but more changing shape as consumers seek balance and move towards an evolved set of values based on sustainability and integrity.
"Look at all the suvs... things people have got to have or they will die, we are American, it's the American dream and we are drowning in it, marketing has done a great job and it's getting better." Austin, 35-55, response to Exxon print ad, Ci qualitative research
4. Conflicted consumers. Consumers are conflicted in their perception of North American success. They embrace the choice, technology and freedom while at the same time are uneasy with the overload of information, the cultural pressure of materialism and consumption, the speed at which things are happening and what they perceive as the breakdown of family and community; all of which are key ingredients in the stress filled pressure pot of living today.
"We're inundated with so much stuff."- 18-34, Vancouver, Ci qualitative research
"It's stressful."18-34, Austin, Ci qualitative research
"You second guess yourself." 18-34, New York City, Ci qualitative research
"There are so many things to do and you don't always think about it." 18-34, Los Angeles, Ci qualitative research
An aside, here's a personal experience We held groups all over the US and Canada and screened out those pre-disposed to being overly zealous about social responsibility.
Our respondents loved being a part of this. They wanted to talk about it more. They were exchanging contact details. I have never had that experience with people talking about booze, clothes, TV, soap or candy, that's for sure.
What books and weblogs would you recommend to those who want to learn more about the cultural shift to sustainability and its characteristics like conscious consumerism and the issue of CSR?
Web
Green Biz
Grist
Treehugger
Sustainable Style Foundation
CRS wire
World Business Council for Sustainable Development
Books
Good News for a Change, by David Suzuki and Holly Dressel
The Sustainability Advantage by Bob Willard
The Naked Corporation- How the Age of Transparency Will Revolutionize Business by Don Tapscott and David Ticoll
Sustainable Everyday-scenarios of urban life by Ezio Manzini
Massive Change by Bruce Mau and the Institute Without Boundaries
EcoDesign by Alastair Fuad-Luke
Writers
Marc Gunther has written some great articles for Fortune
Amanda Griscom Little for Grist/NYTimes
Cheryl Dahle for FastCompany
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