The Story of Stuff with Annie Leonard (environmental activist) is a unique presentation of our material economy. The 20 minute film produced by Free Range Studios begins with two easy questions, “Where does all the stuff we buy come from, and where does it go when we throw it out?” Annie then speaks of the true cost of our material consumption and examines the costs of extraction, production, distribution, consumption and disposal. Then, brilliantly she isolates the moment in time where the mania of consumption began.

The public relations firm Edelman conducted a study that surveyed 5,600 people in nine countries and found that citizens are increasingly interested in issues such as protecting the environment, reducing poverty and providing educational opportunities and that they are willing to pay more to companies that share their concerns. In fact, 7 out of 10 consumers stated that they would pay more to a business that supports a worthwhile cause and 55% would in fact promote the brand. There appears to be a new trend "...a new phenomenon emerging called 'Mutual Social Responsibility,' where consumers and the brands they interact with every day take a mutual interest in and a mutual responsibility for being good citizens" stated Mitch Markson, the president of Edelman's Global Consumer Brands practice.

The growing number of consumers who identify themselves as "conscious" creates more opportunities for sustainable companies.

SocialFunds.com -- Companies who have jumped on the "green" bandwagon have to support their green marketing by improved transparency and verifiable environmental and sustainable products, according to the newly released "BBMG Conscious Consumer Report." BBMG, a marketing agency that specializes in working with socially minded organizations, found that consumers are becoming more conscious of the environmental and social impacts of the companies whose products they buy.