Concern about global warming among U.S. adults has dropped significantly, a new poll says, with fewer than 50 percent of Americans saying they are “somewhat” or “very worried” — a 13 percent decrease from a poll taken in October 2008.

The percentage of Americans who believe global warming is occurring fell 14 percent to 57 percent, and the percentage who think global warming is caused primarily by human activities fell 10 percent to 47 percent, according to the poll funded by the Yale Project on Climate Change and the George Mason University Center for Climate Change Communication.

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A greater percentage of consumers are viewing leading brands as being socially responsible, according to preliminary numbers from a consumer survey.

The SHIFT Report, an annual survey of 5,000 people from the North American general population by sustainability marketing consultancy Conscientious Innovation studies attitudes towards sustainability and leading brands.

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One of the more common green stories over the last month has focused on the question of whether the poor economic conditions are going to dampen the clean tech industry.  Other stories revolve around the new US administration’s policies.

There seem to be four main story lines:

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