When it comes to marketing, attempting to sell your audience on an idea or concept can sometimes be more challenging than simply selling a finite product. Historically, marketing sustainability has certainly faced its obstacles, particularly in the United States. Numerous approaches have been taken – some appeal to our higher purpose, or our environmental responsibility, while others believe it is more about focusing on the "me" factor, or the direct value to the consumer. Despite these challenges, recent studies are showing that U.S. consumer attitudes toward sustainability are trending optimistically, reaching an all-time high. With this in mind, marketing an environmentally-conscious brand story and business model may have an impact on more than just the environment; it may be as important as ever to your brand image and even your bottom-line.