06/24/2008 05:12 am ET | Updated May 25, 2011

Is A Sustainable Trend Sustainable?

Is the environmental trend "sustainable"? To be so, marketers mad about the mantra might want to make sure their customers know what it means to maintain.

In conducting its Project Green study, BuzzBack, New York, found that only about one in three people were "familiar" or "very familiar" with the term sustainable and its meaning.

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