People who fit "The Good Consumer" profile wear TOMs and go to St. Barth's.They buy organic, use paraben free beauty products, and use no-VOC paint on their walls. But only if it comes in the colors they want. They keep their ears to the ground for new information about products and brands because "The Good Consumer" is also an information junky. Increasingly they're looking for the good factor for pretty much everything they spend money on. They want to know the truth behind the label, and brands should really be watching this person.