Consumer confusion on what is green and who to trust was the major theme of the market researchers presenting at the Sustainable Brands 2010 conference.

The positive news is that, as declared by Suzzane Shelton founder of Shelton Group, going green has “gone mainstream” with 64% of the population now actively looking for green products. Supporting this conclusion was Linda Gilbert, President of Ecofocus Worldwide. She reported, “87% of Americans say it doesn’t matter if you believe in global warming, we have to change how we impact the environment.” Conference presenters poured out insightful terms and phrases defining the emerging green consumer’s buying behavior including “Recycling Republicans,” “Eco-moms” and “A healthier planet a healthier me.”