Organic and recycled are not reasons for consumers investing their money in a brand, they should be added benefits that the customer may not necessarily be aware of.
Does anyone really care about environmental issues?
Yes, but consumers are wary of brands that manipulate this ethos to bring customers products at a premium.
"In our economically unsure future, however, connection with the consumer will often boil down to price. It is becoming increasingly accepted that sustainability must go hand in hand with economics." WGSN Think Tank: Consumer Attitudes - The Divided Consumer.
It is important that brands explore ways to be sustainable and ethical, building these concepts into their products instead of using it as a marketing strategy.