"Green" products boast a robust and increasing consumer demand and awareness, says SpecialChem, the world’s largest online cosmetics industry network. According to a recent study conducted by the group, there is no doubt that "green" products and ingredients are not just a trend, but a new way of thinking. Of industry respondents to SpecialChem’s survey, 40% said that green ingredients are an efficient marketing claim that consumers, globally, are demanding. Moreover, 20% of respondents noted that ethical reasons motivate their choice to use green ingredients. This latest report echoes research performed by the Union for Ethical BioTrade’s Barometer: the first-ever international measurement of awareness on biodiversity. Results from this barometer evidenced that biodiversity is an emerging trend that is expected to grow in importance in the future. Here too, of respondents from various European and North American countries, 22% said that their choice to use green ingredients is based on ethics. Of the same group, 40% were aware of biodiversity and nearly all agreed that is a major issue.