Only for oldies?

Many publications claim that "sustainability" has developed into a global trend which is seen as the guiding principle for the viable progress of mankind in the future. But what ideas do consumers associate with the concept of sustainability? A study carried out in Germany by Dähne Publications and Konzept & Markt of Wiesbaden, a market research company, throws some light on this subject.
To sum up: consumers make use of a wide range of abstract concepts to describe this topic. What "sustainability" represents above all is "durability, permanence", "environmental friendliness or compatibility" and "using renewable raw materials". It appears that more than two-thirds of those interviewed strongly approved of the statements, "We are careful to save energy", "DIY stores must display environmentally-friendly eco-products more conspicuously to make customers aware of them" and "We use energy-saving lamps increasingly often instead of incandescent bulbs".
The least amount of "strong approval" (