For all the attention consumer packaged goods companies have paid to sustainability, it has gained surprisingly little traction with consumers, according toa new studyfrom The Hartman Group. The report, Marketing Sustainability 2010: Bridging the Gap Between Consumers and Companies, states that since 2007, awareness of the term “sustainability” went up 15 percentage points (from 54% to 69%), but only 21% could identify a specific product, and only 12% a specific company, as “sustainable.” The study found that consumers have increased their identification with certain aspects of the word “sustainability,” such as “environmentally friendly” (from 33% to 42%) and “responsible farming methods” (from 25% to 37%). However, the report concluded that except for a core of environmentally conscious consumers, “the term ‘sustainability’ continues to be outside of most consumers’ everyday vocabulary, and does not include a concrete holistic understanding of economic, social, and environmental concerns.”