FMCG Gurus insights suggest that consumers are likely to feel that the state of the environment is at a tipping point and that the impact is irreversible. Consumer research shows that many feel that brands and retailers are primarily to blame for this, and are more likely than ever to adopt a more collective approach to protecting the environment.  FMCG Gurus research reveals how consumers are looking to lead more sustainable lifestyles as they become more "earth aware" and seek out products that they perceive as "green and clean".