Skeptical consumers are hungry for information about the sustainability of companies but believe the limited media focused on the topic tend toward the negative side of “green” reporting, according to Gibbs & Soell.

The New York-based firm hosted a media roundtable May 22 to gauge the interests of editors and reporters covering the growing sustainability beat as it released its third annual “Sense & Sustainability” survey of more than 2,200 U.S. adults and business execs.

Diane Brady, senior editor and content chief for Bloomberg Businessweek, said sustainability in a broad sense answers the question: “What are you doing in the marketplace beyond your products?”

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