This document summarizes key findings from a 2010 survey on consumer attitudes towards sustainability conducted by EcoFocus. The survey found that 84% of Americans can be considered "Consumers Who Care" who factor environmental considerations into purchasing decisions. While sustainability is still a new concept for many, areas like reducing waste and pollution are becoming mainstream priorities. Both moms and dads demonstrate growing eco-awareness, with 65% of dads classified as "EcoAware Dads". Barriers to more sustainable choices include cost, availability, and convenience. Brands and retailers have an opportunity to provide affordable, high-performing green products and make sustainable options more easy and mainstream for consumers.

1. Choosing Green Products:
What is on the Minds of Your
Consumers?
Linda Gilbert
MiaGreen Expo and Conference, 2011

2. For Consumers, Sustainability is About ―My World, My Life™‖
EcoFocus specializes in consumer
trends in wellness and sustainability.
“My World, My Life” is a
consumer-driven approach Climate My World,
to sustainability that Change My Life™
focuses on personal
interests in wellness and
Shades Social
quality of life today and for
of Green Responsibility
future generations.

3. EcoFocus Multi-Client Research
EcoFocus Trend Survey: Sustainability
Trends in American Lifestyles
• Designed to track consumer attitudes and 3 in 4 Americans
actions toward sustainability choices agree that a
• Qualitative focus groups cleaner planet
• In-depth personal interviews starts at home.
• 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 2 in 3 are
• 4000+ respondents annually ready to make
• 30+ minute online survey changes.
• Brand Tracker™, closes Mar 20
Source: EcoFocus 2010 Trend Survey,
n= 4580 Americans, US Pop18-65 years

4. Defining Your Target Consumers
Sustainability  84% are Consumers Who Care
is for  69% of Moms are EcoAware Moms
mainstream  65% of Dads are EcoAware Dads
consumers.
 14% are Dark Green or LOHAS
Source: EcoFocus 2010 Trend Survey,
n= 4580 Americans, US Pop18-65 years

5. 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™.
Source: EcoFocus 2010 Trend Survey,
n= 4580 Americans, US Pop18-65 years

6. Sustainability is About Living Well AND Eco-Friendly
“…Sustainable
is more about For mainstream ―…Sustainable
the future,
green is here consumers, is balance
and now.” Sustainability to maintain
— Consumer in Tampa my lifestyle…
is more enduring, so my kids
longer term, and their kids
can have the
Green is about
and associated conveniences
“being on a mission” with less and luxuries
and being “willing to I‘ve enjoyed
make compromises.”
compromise
in my lifetime
— Consumer in Tampa than is and be
Green. eco-friendly.‖
— Consumer in Chicago

7. 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.
Making eco-friendly choices is a new mindset
8% 44%
for me
Being eco-friendly means continually
12% 58%
rethinking the choices I make
Being eco-friendly is a way to improve my
20% 55%
quality of life
Strongly Agree Agree
Source: EcoFocus 2010 Trend Survey,
n= 3860 Consumers Who Care (CWC)
Consumers Who Care or 84% US Pop 18-65 years

8. 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%
Source: EcoFocus 2010 Trend Survey,
n= 4580 Americans, US Pop18-65 years

9. 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.
Source: EcoFocus 2010 Trend Survey,
n= 4580 Americans, US Pop18-65 years

10. 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.
Source: EcoFocus 2010 Trend Survey,
n= 3860 Consumers Who Care (CWC)
or 84% US Pop18-65 years

11. 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.
Source: EcoFocus 2010 Trend Survey,
n= 3860 Consumers Who Care (CWC)
or 84% US Pop18-65 years

12. 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
Source: EcoFocus 2010 Trend Survey,
n= 4580 Americans, US Pop18-65 years

13. EcoAware Dads – A New 21st Century Archetype
EcoAware Dads: Building a strong family foundation
today, for positive impact on tomorrow
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
Source: EcoFocus 2010 Trend Survey,
n= 3860 Consumers Who Care (CWC)
or 84% US Pop18-65 years

14. 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

15. 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 I would be prepared to pay more for
environmentally friendly products
products (57%)
 Indoor paint and
wallpaper (51%)
 Carpeting and flooring
(43%)
Source: EcoFocus 2010 Trend Survey, n= 4580
Americans, US Pop18-65 years

16. 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.
Source: EcoFocus 2010 Trend Survey, n= 4580
Americans, US Pop18-65 years

17. Incentives and Certifications Pay Off
Incentives pay off when it comes to gaining purchases
with EcoAware Dads.
• 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.
Source: EcoFocus 2010 Trend Survey, n= 3860 Consumers
Who Care (CWC) or 84% US Pop18-65 years
27

18. 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

19. 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

20. Its Time to Harness Your Brands
 Today, its more about products than
brands for consumers. Few brands There are clearly
are mentioned by name.
opportunities
 CFL‟s are ubiquitous, yet they are not
mentioned by brand.
for Brand leaders and
 Appliances are Energy Star, but they
don‟t mention manufacturers. Category experts to
 Consumers expect that the brands
step up
who are the experts in their field
are best positioned to step up with the
with eco-friendly choices.
 Key words: best-performing
trust, reputation, and performance.
products
 Consumers want retailers,
manufacturers, service providers and strong brand
to step up and „do it‟, to „do it‟ for them,
and to help them to „do it‟ more often: communications.
 Key words:
easy, convenient, affordable.

21. 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.
Source: EcoFocus 2010 Trend Survey,
n= 3860 Consumers Who Care (CWC) or
84% of American adults ages 18-65 yrs

22. 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

23. Thank You
Linda Gilbert
St Petersburg, Florida
+1-727-906-3319
linda@ecofocusworldwide.com
.
www.ecofocusworldwide.com