When the "You're in the Pepsi Generation" advertising campaign launched in 1963, it may have been the first time a brand was marketed primarily with a

Consumers everywhere are being asked to take a stand and make some fundamental changes to their lifestyle—for the sake of the planet's future. Most consumers draw the line at anything that they see as restrictive or prescriptive, but many will make small changes to the brands that they buy—or accept different packaging—if alternative products or packages offer a lower impact on the Earth's resources.

Manufacturers in diverse product categories are responding with products and packages that are better for the environment, reduce the quantity of materials used, and care for ethical and social issues. Sustainability is a long-term trend—not a fad—in all areas of life and in all parts of the world.

In cosmetics and personal care products there is a clear move towards more natural and "greener" products—often using botanical and herbal ingredients—as well as biodegradable and ethical packaging. One of the latest launches from Cargo Cosmetics Corp. in North America meets a range of environmental criteria in a highly imaginative way.