choosing green products, what is on the minds of your consumers

Choosing Green Products:

What is on the Minds of Your

Consumers?

Linda Gilbert

MiaGreen Expo and Conference, 2011

For Consumers, Sustainability is About ―My World, My Life™‖

EcoFocus specializes in consumer

trends in wellness and sustainability.

Climate

Change

My World,

My Life™

Shades

of Green

Social

Responsibility

“My World, My Life” is a

consumer-driven approach

to sustainability that

focuses on personal

interests in wellness and

quality of life today and for

future generations.

EcoFocus Multi-Client Research

EcoFocus Trend Survey: Sustainability

Trends in American Lifestyles

• Designed to track consumer attitudes and

actions toward sustainability choices

• Qualitative focus groups

• In-depth personal interviews

• Quantitative online trend survey

Research Opportunities:

• Get data/consultation on your own questions

• Fields April and October 2011

• National sample men/ women ages 18-65 yrs

• 4000+ respondents annually

• 30+ minute online survey

• Brand Tracker™, closes Mar 20

3 in 4 Americans

agree that a

cleaner planet

starts at home.

2 in 3 are

ready to make

changes.

Source: EcoFocus 2010 Trend Survey,

n= 4580 Americans, US Pop18-65 years



Defining Your Target Consumers

84% are Consumers Who Care

69% of Moms are EcoAware Moms

65% of Dads are EcoAware Dads

14% are Dark Green or LOHAS

Sustainability

is for

mainstream

consumers.

Consumers Who Care: 84% of Americans

Consumers Who Care (CWC) at least sometimes base their purchasing

decisions on environmental considerations such as thinking about

saving energy, reducing waste, avoiding chemicals or pollutants, and

so forth, to protect or improve the environment.

Eco-friendly foods, clothing

and textiles, paper goods,

household products, travel

and transportation, buildings,

gardens and living spaces

are all part of this target‘s

My World, My Life™.



Sustainability is About Living Well AND Eco-Friendly

“…Sustainable

is more about

the future,

green is here

and now.”— Consumer in Tampa

Green is about

“being on a mission”

and being “willing to

make compromises.”— Consumer in Tampa

―…Sustainable

is balance

to maintain

my lifestyle…

so my kids

and their kids

can have the

conveniences

and luxuries

I‘ve enjoyed

in my lifetime

and be

eco-friendly.‖— Consumer in Chicago

For mainstream

consumers,

Sustainabilityis more enduring,

longer term,

and associated

with less

compromise

than is

Green.

It‘s a New Consumer Mindset

Most Americans are just starting to

rethink the impact of their choices

on the environment and their health.

It‟s a trend that will transform many

businesses and industries in the

next ten years.


n= 3860 Consumers Who Care (CWC)

or 84% US Pop 18-65 years

20%

12%

8%

55%

58%

44%

Being eco-friendly is a way to improve my quality of life

Being eco-friendly means continually rethinking the choices I make

Making eco-friendly choices is a new mindset for me

Consumers Who Care

Strongly Agree Agree

Taking it Step by Step

For Mainstream consumers, sustainability choices are relatively new

behaviors. While some behaviors are second nature, others are still

on the ―to do‖ list because they require more effort or planning.

Second nature stuff (Always or often)

Turning off lights 88%

Using curbside recycling 86%

Go online instead of using paper

statements, bills, or catalogs 63%

Use reusable water bottles 56%

Regulate home heating and

cooling with timed thermostat 48%

Drink filtered tap water 42%

More effort needed

Unplugging electronics 39%

Walk, bike instead of drive 22%

Collecting rain water 15%

Car pooling 20%



Changes Being Made

Already, 1 in 4 Americans are

taking steps to save water,

energy, and hopefully money. .

Almost 70% plan combined

trips to stores and other

destinations to save fuel.

Nearly 60% always or usually

replace regular light bulbs with

CFL‘s.

41% agree I really only make

eco-friendly choices that save

me money.



Get Ready for Eco-Healthy Lifestyles

An eco-healthy lifestyle is

about the way we limit our

exposure or protect ourselves

and our families from

pollution, chemicals, and

toxins in our everyday lives.

From what we eat and drink, to our

living and work spaces, the eco-

healthy lifestyles trend will change

the game for all the players -

resulting in a need for many

companies and industries to reinvent

their products.



or 84% US Pop18-65 years

Purchase Choices are Influenced by Commitments

A company‟s commitments to reducing pollution and

waste, and protecting natural resources are influences

for consumer purchase decisions today.

87%of Americans agree

that it does not matter

whether or not you

believe in global

warming, reducing

waste and pollution is

just common sense.




EcoAware Dads – A $1.7 trillion target

The EcoAware Dad market includes more

than 36 million men, and 65% of all Dads.

EcoAware Dads agree that

when ‗my kids are grown I want

them to remember me as

teaching them to be

environmentally responsible‘.

They are part of a new parenting

paradigm that is redefining

men‘s roles as providers and

parents.

NEW Report, Avail Now



EcoAware Dads – A New 21st Century Archetype

EcoAware Dads‘ priorities include:

Reducing Waste

Conserving Energy

Energy Efficiency

Conserving Water

Avoiding Chemicals and Toxins

AND SAVING MONEY!!

But on a higher level,

sustainability choices for

EcoAware Dads are about a

better quality of life and

setting an eco-friendly

example as a parent




EcoAware Dads: Building a strong family foundation

today, for positive impact on tomorrow

EcoAware Dads are Remodeling

EcoAware Dads are remodeling for improved energy

efficiency, durability and a healthier home.

Source: EcoFocus 2010 Trend Survey, n= 4580

Americans, US Pop18-65 years

EcoAware Dads are Shopping for Green Options

EcoAware Dads say it is extremely or very important to

have green or sustainable options when shopping for:



Lawn and garden

products (57%)

Indoor paint and

wallpaper (51%)

Carpeting and flooring

(43%)

I would be prepared to pay more for

environmentally friendly products

Solutions Must be Affordable, Practical and Available

EcoAware Dads recognize the value of making eco-friendly

choices, but cost is a barrier for many shoppers.



In order for a solution to be

truly sustainable, it must be

affordable.

Some eco-friendly home

improvements or durable

purchases require significant

upfront investments.

Availability is another issue

along with practicality and

performance.

Incentives and Certifications Pay Off

Incentives pay off when it comes to gaining purchases

with EcoAware Dads.

27

Source: EcoFocus 2010 Trend Survey, n= 3860 Consumers

Who Care (CWC) or 84% US Pop18-65 years

• While 1 in 2 Dads are aware

of incentives for energy saving

activities at home, almost

twice as many EcoAware

Dads (45%) have used these

rebates, compared to Other

Dads (25%).

• Certifications are very

influential among those who

are aware of these seals.

What EcoAware Dads Want to Learn About

EcoAware Dads are looking for information most often on

the internet and from Consumer Reports.

Their interests include:

VOC‘s: 78% want to learn more

BPA‘s: 75% want to learn more

Reducing home energy use: 35%

want to learn more

Around 30% want to learn about:

• Improving the air quality in their

home

• Improving the water quality in

their home

• How to determine the

healthfulness of the materials

used to build their own home

What EcoAware Dads Want to Buy Next

Hybrid vehicles, fuel

efficient cars, tank-less

water heaters and solar

panels top the

shopping list for

EcoAware Dads.

Source: EcoFocus 2010

Trend Survey, n= 3860

Consumers Who Care

(CWC) or 84% US

Pop18-65 years

Its Time to Harness Your Brands

Today, its more about products than

brands for consumers. Few brands

are mentioned by name.

CFL‟s are ubiquitous, yet they are not

mentioned by brand.

Appliances are Energy Star, but they

don‟t mention manufacturers.

Consumers expect that the brands

who are the experts in their field

are best positioned to step up

with eco-friendly choices.

Key words:

trust, reputation, and performance.

Consumers want retailers,

manufacturers, service providers

to step up and „do it‟, to „do it‟ for them,

and to help them to „do it‟ more often:

Key words:

easy, convenient, affordable.

There are clearly

opportunities

for Brand leaders and

Category experts to

step up

with the

best-performing

products

and strong brand

communications.

Remove Barriers to Change

1. Cost “I wish I could buy environmentally friendly products more often,

but they are often not affordable” 68%

• Significant Upfront Investments: in home improvements, major durables.

• Inconsistency: reduces value (recycled paper shrink-wrapped in plastic).

• Next Generation Technology: concerns about buying first, becoming

outdated quickly.

2. Choices“I wish I could buy environmentally friendly products more often,

but they are often not available” 47%

• Hard to Find: there are fewer choices in organics, paper , and durable goods.

• Keep or Replace: repair / refurbish until replacement is needed.

• Performance: paper towels not absorbent or brown in color.

3. Convenience“Many sustainable or green solutions are not practical for my

lifestyle today” 29%

• Time Consuming: can take more time (walking vs. driving)

• Its Not Easy: drop-off recycling is harder than curb-side pickup. Few

solutions for recycling electronics, other.


n= 3860 Consumers Who Care (CWC) or

84% of American adults ages 18-65 yrs

Get the EcoFocus Advantage

Multi-Client and Custom Research

Trend Survey Sponsorship & Brand Subscriptions

Subject Expertise & Consultation

New Reports and Presentations

Are You Ready For EcoAware Mom?

Making Way for EcoAware Dad!

14 Wellness and Sustainability Trends to Watch

New Platforms for Packaging Innovation

www.ecofocusworldwide.com

Thank You

Linda Gilbert

St Petersburg, Florida

+1-727-906-3319

[email protected]

.

www.ecofocusworldwide.com

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