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Ci: Conscientious Innovation is a Sustainability Research Consulting Business based in Vancouver, Portland, and New York. Their objective focus is on relationships between the consumer, brands, and sustainability, in order to direct a creative and positive shift into today’s business world. Conscientious Innovation has created what is called “The Shift Report,” which is an ongoing research idea, primarily focused on psychological influences on market behavior North America. From The Shift Report, came the Sustainability Passion Index, which is a market segmented into five specified segments that relate to ones own values, beliefs, and attitudes towards sustainability. The five segments include, The Vocal Globalist, The Causal Spectator, The Pragmatic Believer, The Hyper Local, and The Self Serving Non Believer.
After reviewing the Sustainability Passion Index, I am convinced that I would fall into the segment, “The Self Serving Non Believer.” The most important aspect in my life is my relationships with my family, and friends. I grew up in a culture where I inherited the idea that family and friends are of the up-most importance. They are your support and direction. Although there are times when you will be disappointed and resentful towards these individuals, it is they who are at your side to laugh and cry; to support and encourage; and to keep you grounded during times of hardship, and joyfulness. Due to the quality of my relations I find that I am a well-rounded individual with purpose and direction in my life. As a consumer, my purchasing decisions are not based alone on the impact of environmentally friendly products, but more so on how I am treated in terms of good customer service. I generally do not make final decisions related to the welfare and impact of the environment. If there is some positive correlation, then great,

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