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% of consumers most likely to purchase ethical, sustainable goods, gave nearly double the number of favorable responses for eco-labeled goods, and 67% said they approve of organic. “It’s not just about choosing organic anymore,” said Mitch Baranowski, principal and co-founder of BBMG, in a statement. “Determining whether or not a product is local has become more significant, demonstrating that relationships, trust and accountability are increasingly important when it comes to brand value.”

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