NEW YORK — Consumers have a stronger preference for labels that tout specific ecological benefits than they do for the USDA’s organic label, according to branding and marketing agency BBMG’s recently released Conscious Consumer Report. Nearly half of consumers surveyed gave a strongly favorable response to qualities such as cruelty-free (46%), biodegradable (48%) and locally grown (45%), while 26% gave the same approval to organic. “Enlightened shoppers,” which the report defines as the 10% ...

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