Greenbiz had a great article after Earth Day 2011 about the green consumer market called the Polling of America 2011. Joel Makower, editor of GreenBiz, identifies some key consumer reports and studies about American’s attitude toward green products and services. Most of the reports do recognize that consumers are more aware of environmental consumerism than they have in the past. A poll by NBC universal found that 68% of consumers believe its worth paying more for a green product or service if it comes from a brand they trust. They also found that found that 62 percent of respondents are making a conscious effort to buy products made by environmentally responsible companies. Another study by BBMG called, Unleashed: How New Consumers Will Revolutionize Brands and Scale Sustainability said that even with the recession over 25% were willing to pay to pay more for sustainable alternatives. Consumers ‘voting’ with their dollars is a key aspect for new innovation and new green products and services from companies.