ATLANTA, Georgia – A friend suggested we check out a tiny eco-friendly eatery she'd discovered in Atlanta. Their customers come here because the food is healthy, not just for them but also for the environment. It serves a modest menu which changes every day, depending on what the local organic farms supply that morning. The commitment to the environment goes beyond its ingredients, even its building is Platinum LEED certified for its green practices.

One of Dynamic Dish's offerings in Atlanta

But eco-friendly meals aren't budget friendly. What about the recession, I wondered, can people afford to pay extra to dine here? Some customers told me they'd cut back on many things, but this was a different kind of expenditure, consuming with a cause! The restaurant is developing a dedicated following of customers: consumers with a cause.

It turns out that these socially minded diners are part of a growing global trend in consumption, creating a new kind of consumer, who wants to be socially engaged. I've been reading more about how people are actually becoming more socially conscious despite - and maybe even because - of the global recession!

I even found a study titled "The Good Purpose Survey" which tracked consumers who care about their community and planet. Its most recent poll shows that the global economic downturn has not diminished people's need to do good. Nearly nine in 10 feel it's their duty to contribute to a better society and environment. Seven in 10 like to buy brands that make donations to worthy causes. And despite the recession, more than half of respondents say they will still pay extra for a brand that supports a good cause.

Perhaps businesses can find new opportunities among these consumers with a worthy cause.

I wonder how the global economic downturn is affecting you as a consumer?