Sometimes called "green marketing" or "natural branding," among other things, the whole concept is based upon the notion that being environmentally friendly might be part of the successful marketing strategy of a product, service or anything. Most consumers are savvy enough now to realize they have a "vote" with everything they purchase. Though still a minority, there is a sizeable and ever-growing segment of the population that bases much of their consumption decisions on their perceptions of how a product will affect the environment and themselves.