The number of U.S. consumers who think sustainability is here to stay outnumbers those who don’t by two-to-one, according to Natural Marketing Institute’s 2007 LOHAS Consumer Trends Database.

And since consumers are expecting sustainability to stay, businesses should be prepared to meet those expectations, according to NMI. This has major implications for businesses across all market sectors, which will need to have long-term plans in place to address sustainability.

“Furthermore, those first to adapt and succeed in their industry will have first-mover advantage,” according to NMI. “There is no time like the present to evaluate a company’s impact and develop short-term and long-term goals for addressing your impact. Effective CSR encompasses more than just good PR. Companies must be actively practicing and promoting their efforts in terms of how they develop, manufacture, transport, sell products and services – and do so in a way which resonates with buyers.”