Misled again, naturally

Mark McKenna pointed me to this depressing story, of which the worst is:

Adding to advocates' concerns, a new study shows wide confusion among American consumers about products aimed at the green market. Many mistakenly believe "natural" is a greener term than "organic."

"They felt organic was just a fancy way of saying expensive," said Suzanne Shelton, president and CEO of the Shelton Group, which conducted the survey and specializes in marketing sustainability to mainstream consumers. "They think 'natural' is regulated by the government but that organic isn't, and of course it's just the opposite."

The Shelton Group, interestingly enough, positions itself as a PR firm for "natural products manufacturers."