In a song, Kermit the Frog suggested that ‘it is not easy being green.’ He was right, but what Kermit did not say was that in addition to not being easy – being green is increasingly important, especially for brands targeting younger markets.  Study after study has demonstrated that being green is important because of its potential to attract customers. Consider these recent research findings – 45% of Australians always or often consider sustainability as part of their purchasing decision-making; 78% of US consumers say that a sustainable lifestyle is important to them, and 90% of Australian consumers want sustainable products. It would seem that sustainability is now more important in Australia than in the US. Consumers consider sustainability information. The growing body of research demonstrates that when sustainability-related information is provided to consumers, they take it seriously. Consider these research findings – 55% of people who said sustainability was a crucial part of their decision-making recalled…