In the fourth era of the consumer movement, the key marketplace features include concern for the environment, increasingly complex technology, a diverse market, and a global market. Concern for the environment has manifested itself in a number of different ways. One example is the Exxon Valdez oil spill, which caused many consumers to become disappointed in Exxon. Exxon has had to work at improving its environmental image after this accident, and there are still individuals who will not buy gas at Exxon as a result of Exxon’s handling of this situation. There has been a trend in the past ten years or so to protect the environment and to also buy products that are more natural and environmen