Household Cleaning TrendTracker 2014 focuses on changes in the household cleaning habits and practices of Americans that are having – and will continue to have -- a profound impact on the housewares industry. Published by A.J. Riedel, Sr. Partner of Riedel Marketing Group. A.J. has been tracking the trends that impact the housewares industry for more than a decade.
The market for green household cleaning products in the U.S grew at a blistering pace between 2007 and 2010, cooled off, and actually declined from 2010 to 2014 at a compound annual growth rate (CAGR) of 2%. Packaged Facts estimates total retail sales, including both household cleaners and laundry products, at $600 million in 2014. The green market remains a niche, accounting for about 3% of the total household cleaner and laundry product market.
The market for green household cleaning products in the U.S grew at a blistering pace between 2007 and 2010, cooled off, and actually declined from 2010 to 2014 at a compound annual growth rate (CAGR) of 2%. Packaged Facts estimates total retail sales, including both household cleaners and laundry products, at $600 million in 2014. The green market remains a niche, accounting for about 3% of the total household cleaner and laundry product market.
In the last decades the uncontrolled impact of industrial activities on the natural
environment has created critical ecological concerns. The aggravation of phenomena like
climate change, ozone depletion, over exploitation of natural resources, air pollution, and
toxic wastes are harming the sustainable development of the planet and of the economic
system. For marketers, environmentalism has become a criterion influencing customer
purchase behaviour. Environmentally responsible consumption Follows & Jobber (2000)
emanated from criticism that the marketing concept ignored the impact of individual
consumption upon the society as a whole. Terms like green marketing and green
customer have evolved and a lot of work is being done to understand the awareness levels
of the customer, their attitudes towards the green products and their willingness to accept
and pay a premium for the green products.
Every year people living on the earth throw away enough garbage to cover a huge part of
the world. Most of the waste ends up in landfills which are very costly and which may
have a major impact on the environment and on the health of the people living on this
planet. Saving the environment has become a big issue in recent times. The messages are
being promoted as REDUCE, RE-USE and RECYCLE. The latest is that we can shop our
way to a healthier planet. Over the years, it is told to us that cool cars would make us free
and diet soda would make us popular. But there is some things money and advertising
can’t buy, and a clean environment is one of them. The hard fact is that global warming,
deforestation and other earthly ills cannot be solved by switching brands. It takes
resources to manufacture and transport all products, even those made from recycled
content. More often, it is greener to follow the old dictum: reduce, reuse, and recycle.
Even if the phrase 3Rs has been heard a thousand times before, but with the "green" word
now co-opted in the sales of services, the three R's are a phrase and a principle worth
reviving.
This study focuses on consumers and consumer behaviour in relation to environmental
friendly products. It starts from the assumption that environmental problems are closely
related to individual consumer behaviour, and that individual behaviour is one of the
major causes for the existing environmental problems. Without substantial changes, in
the long term these consumption practices present a serious threat to the environment and
to society as a whole.
Article 1 A CONCEPTUAL STUDY ON GREEN MARKETING TOWARDS ORGANIC PRODUCTS Dr...Dr UMA K
Dr. UMA. K
Assistant Professor in Commerce
Reference: UMA K (2017) “A CONCEPTUAL STUDY ON GREEN MARKETING TOWARDS ORGANIC PRODUCTS”, (IJMSRR) International Journal of Management and Social Science Research Review, Peer Reviewed & Indexed Journal, Impact Factor: 4. 695, E- ISSN - 2349-6746, ISSN -2349-6738, Vol-1, Issue – 37, Page No 112-118.
This is a compilation of 5 presentations given at the FutureM conference in Boston on October 24, 2012. The speakers were: Beth Zonis of Eco Marketing, Lisa Lillelund of Mango Networks, Laura Koss of the FTC, Amy Cannon of Beyond Benign, and Mike Enberg of e-Stewards.
Intro to green marketing as it relates to green construction. Just the basics for folks who aren't familiar with "green" construction issues. There's still some of us left!
NRWC2014 "Closing the Green Gap: What can the retailer do inside the store?"Hugo Guyader
Guyader, Ottosson, Witell (2014). "Closing the Green Gap - What can the retailer do inside the store?"
Slides presented at the 4th Nordic Retail and Wholesale Conference, hosted by Center for Retailing, Stockholm School of Economics, 4-6 November 2014.
Abstract: http://www.nrwa.se/MediaBinaryLoader.axd?MediaArchive_FileID=1ce77248-e41a-4e7e-84a9-74b81a311ffa&FileName=Closing+the+Green+Gap+What+can+the+retailer+do+inside+the+store.pdf
In the first installment of a three part series titled "Conscious Consumption", Invoke Solutions digs deeper into the ultimate purchasing choices driven by consumers attitudes and behaviors in relation to terms such as "organic", "local" and "natural.
Some of the key finding from this study are:
-Local offers a three-fold message and is regarded with the highest amount of positivity from consumers.
-While respondents aren't necessarily searching for the information, all three claims influence the purchasers decision for brand loyalty.
-The term "Green" is not the only way to communicate "good for the environment".
The rise of Clean Labeling is a result of consumer needs and demands. But Clean Labeling also represents an opportunity to build trust with consumers, by putting on their needs and interests first.
Sefewu emmanuel selorm.consumer green behavior in ghanaian soft drink industryEmmanuel Sel. Sefewu
A quantitative study to explore Ghanaian purchases behaviour towards products that promotes good health, environmentally friendly and promotes organisational ethical behaviour. An empirical evidence from Coca Cola consumers in Ghana
Toluna is one of the world’s leading online panel and survey-technology providers. With 18 offices in Europe, North America and Asia Pacific, we work with many of the world’s leading market-research agencies, media agencies, and corporations. Through the years, Toluna has built and nurtured one of the largest and most diverse qualified online panels in the world. Our proprietary panel-recruitment methods, profiling technologies and sample management techniques yield access to more than 9 million respondents from 49 countries.
We also offer as many as 750 data points on each panelist, thereby enabling companies to interview many reach hard-to-reach audiences with ease and efficiency.
In the last decades the uncontrolled impact of industrial activities on the natural
environment has created critical ecological concerns. The aggravation of phenomena like
climate change, ozone depletion, over exploitation of natural resources, air pollution, and
toxic wastes are harming the sustainable development of the planet and of the economic
system. For marketers, environmentalism has become a criterion influencing customer
purchase behaviour. Environmentally responsible consumption Follows & Jobber (2000)
emanated from criticism that the marketing concept ignored the impact of individual
consumption upon the society as a whole. Terms like green marketing and green
customer have evolved and a lot of work is being done to understand the awareness levels
of the customer, their attitudes towards the green products and their willingness to accept
and pay a premium for the green products.
Every year people living on the earth throw away enough garbage to cover a huge part of
the world. Most of the waste ends up in landfills which are very costly and which may
have a major impact on the environment and on the health of the people living on this
planet. Saving the environment has become a big issue in recent times. The messages are
being promoted as REDUCE, RE-USE and RECYCLE. The latest is that we can shop our
way to a healthier planet. Over the years, it is told to us that cool cars would make us free
and diet soda would make us popular. But there is some things money and advertising
can’t buy, and a clean environment is one of them. The hard fact is that global warming,
deforestation and other earthly ills cannot be solved by switching brands. It takes
resources to manufacture and transport all products, even those made from recycled
content. More often, it is greener to follow the old dictum: reduce, reuse, and recycle.
Even if the phrase 3Rs has been heard a thousand times before, but with the "green" word
now co-opted in the sales of services, the three R's are a phrase and a principle worth
reviving.
This study focuses on consumers and consumer behaviour in relation to environmental
friendly products. It starts from the assumption that environmental problems are closely
related to individual consumer behaviour, and that individual behaviour is one of the
major causes for the existing environmental problems. Without substantial changes, in
the long term these consumption practices present a serious threat to the environment and
to society as a whole.
Article 1 A CONCEPTUAL STUDY ON GREEN MARKETING TOWARDS ORGANIC PRODUCTS Dr...Dr UMA K
Dr. UMA. K
Assistant Professor in Commerce
Reference: UMA K (2017) “A CONCEPTUAL STUDY ON GREEN MARKETING TOWARDS ORGANIC PRODUCTS”, (IJMSRR) International Journal of Management and Social Science Research Review, Peer Reviewed & Indexed Journal, Impact Factor: 4. 695, E- ISSN - 2349-6746, ISSN -2349-6738, Vol-1, Issue – 37, Page No 112-118.
This is a compilation of 5 presentations given at the FutureM conference in Boston on October 24, 2012. The speakers were: Beth Zonis of Eco Marketing, Lisa Lillelund of Mango Networks, Laura Koss of the FTC, Amy Cannon of Beyond Benign, and Mike Enberg of e-Stewards.
Intro to green marketing as it relates to green construction. Just the basics for folks who aren't familiar with "green" construction issues. There's still some of us left!
NRWC2014 "Closing the Green Gap: What can the retailer do inside the store?"Hugo Guyader
Guyader, Ottosson, Witell (2014). "Closing the Green Gap - What can the retailer do inside the store?"
Slides presented at the 4th Nordic Retail and Wholesale Conference, hosted by Center for Retailing, Stockholm School of Economics, 4-6 November 2014.
Abstract: http://www.nrwa.se/MediaBinaryLoader.axd?MediaArchive_FileID=1ce77248-e41a-4e7e-84a9-74b81a311ffa&FileName=Closing+the+Green+Gap+What+can+the+retailer+do+inside+the+store.pdf
In the first installment of a three part series titled "Conscious Consumption", Invoke Solutions digs deeper into the ultimate purchasing choices driven by consumers attitudes and behaviors in relation to terms such as "organic", "local" and "natural.
Some of the key finding from this study are:
-Local offers a three-fold message and is regarded with the highest amount of positivity from consumers.
-While respondents aren't necessarily searching for the information, all three claims influence the purchasers decision for brand loyalty.
-The term "Green" is not the only way to communicate "good for the environment".
The rise of Clean Labeling is a result of consumer needs and demands. But Clean Labeling also represents an opportunity to build trust with consumers, by putting on their needs and interests first.
Sefewu emmanuel selorm.consumer green behavior in ghanaian soft drink industryEmmanuel Sel. Sefewu
A quantitative study to explore Ghanaian purchases behaviour towards products that promotes good health, environmentally friendly and promotes organisational ethical behaviour. An empirical evidence from Coca Cola consumers in Ghana
Toluna is one of the world’s leading online panel and survey-technology providers. With 18 offices in Europe, North America and Asia Pacific, we work with many of the world’s leading market-research agencies, media agencies, and corporations. Through the years, Toluna has built and nurtured one of the largest and most diverse qualified online panels in the world. Our proprietary panel-recruitment methods, profiling technologies and sample management techniques yield access to more than 9 million respondents from 49 countries.
We also offer as many as 750 data points on each panelist, thereby enabling companies to interview many reach hard-to-reach audiences with ease and efficiency.
This article presents and discusses the different business models adopted by e-commerce firms. It addresses the
issue of the business model, concerning the revenue-generating model, marketing-related costs, logistical
problems, risk of fraud and the demand for investment in technology. Some of the models are profitable and most
are not. The world is experiencing a sharp increase in this sale channel, but many operations are still losing a lot
of money
The homewares market saw a flat performance over the last five years, as the strong Asian growth was not enough to push sales at a global level. The financial crisis took its toll in Europe (both Western and Eastern countries) and in North America. Largely accessible, both in terms of price points and distribution, homewares is a category of necessity where developments are mainly influenced by social change.
نرحب بكم في تقرير حالة المدفوعات 2016 من بيفورت. نصدر هذا التقرير السنوي للعام الثالث على التوالي، والذي يغطي حالة المدفوعات والتجارة الإلكترونية والابتكارات من حول العالم العربي.
قمنا بتجميع بيانات من المستهلكين والتجار على حد سواء لنقدمها لكم على أتم وجه، حيث يمكن توظيفها من قبل القراء في تطوير وقيادة الشركات بشكل أفضل لتحقيق مقدار أكبر من الأرباح.
أطلقنا قبل عامين أول تقرير لنا عن حالة المدفوعات، وقد ولدت هذه الفكرة لدينا من رغبة خاصة في توسيع فهمنا لتوجهات المستهلكين في المنطقة، ومن ثم مشاركة هذه المعرفة مع المهتمين والقائمين بالأعمال في العالم العربي.
وكنا في العام الماضي قد بذلنا جهدنا لعمل تقرير لا يقتصر على أرقام وبيانات عن المستهلكين فحسب، بل وسعنا هذا العمل ليشمل كيفية الاستفادة من هذه الأرقام بالطرق المثلى. ونيتنا هذه جاءت كرغبة في رسم صورة شاملة تضم آراء أهم العاملين في التجارة في المنطقة والذين يتعاملون مع المستهلكين بشكل يومي.
وفي تقرير هذا العام قمنا مرة أخرى بمحاولة تقديم الكم الهائل من البيانات عن قطاع التجارة الإلكترونية في منطقة الشرق الأوسط بأفضل الطرق الممكنة والمبسطة. من هذا المنطلق ركزنا في التقرير ليس على التوجهات الحالية فحسب، بل سلطنا الضوء كذلك على أهم العقبات والمصاعب التي يواجهها التجار بشكل يومي، بالإضافة إلى تقديم أفضل الحلول المقترحة لها.
على مدار هذه الأعوام الثلاثة، أصبح تقرير حالة المدفوعات هو المحتوى المفضل الذي نعمل عليه بشكل مستمر، ولذلك نهتم بجميع آرائكم عن هذا التقرير. تواصلوا معنا على مواقع التواصل الاجتماعي باستخدام الهاشتاق #StateofPayments أو تواصلوا معنا عن طريق الإيميل social@payfort.com لطرح أفكاركم أو استفساراتكم. كذلك قمنا بتخصيص قسم للرد والتعليق على التقرير لتشاركونا بكل ما يخطر على بالكم.
Presentation on Internet Consumption Habits - MENA by
Gareth Deere, Content &Technology Research Director, MEAP, Ipsos
Twitter: @IpsosMENA
ArabNet Digital Summit 2013, June 24-26, Dubai, UAE
Home Improvement and Home Organization TrendTracker 2014A.J. Riedel
Home Improvement and Home Organization TrendTracker 2014 focuses on changes in household activities that are having – and will continue to have -- a profound impact on the housewares industry. Published by A.J. Riedel, Sr. Partner of Riedel Marketing Group. A.J. has been tracking the trends that impact the housewares industry for more than a decade.
Food Prep TrendTracker 2014 focuses on changes in food prep, cooking, and at-home entertaining activities that are having – and will continue to have -- a profound impact on the housewares industry. Published by A.J. Riedel, Sr. Partner of Riedel Marketing Group. A.J. has been tracking the trends that impact the housewares industry for more than a decade.
Being apart of the National Student Advertising Committee (NSAC),we were given the task of finding insights about Snapple through extensive secondary and primary research. These insights were then given to the creative team for them to implement the creative concepts and advertisements for our campaign.
Influencer Marketing : COVID-19 Stay-at-Home Impacts on Consumption TrendsTed Murphy
The U.S. consumer study examines the impacts of COVID-19 “Stay-at-Home” orders among those currently confined to their homes. It focuses on the purchasing behaviors of consumers, specifically as they relate to clothing, groceries, appliances, and electronics.
The U.S. consumer study examines the impacts of COVID-19 “Stay-at-Home” orders among those currently confined to their homes. It focuses on the purchasing behaviors of consumers, specifically as they relate to clothing, groceries, appliances, and electronics. IZEA fielded the study on April 9, 2020, as many U.S. consumers were entering their 2nd or 3rd week of home confinement. All of those who participated in the study indicated that they were “confined to their home,” however only 21.3% said that they had not left their homes at all. The majority of those who participated in the study (76%) said they left their house for those items that they deemed ‘essential.’ Results are based on the responses from 1,061 U.S. Internet users ages 16-99 who self-identify as confined to their home.
Key Statistics for Coronavirus Impacts on Consumption Trends Include:
• 1 in 4 consumers indicate that a 50% discount would be required in order for them to purchase an item they “really want,” but consider non-essential right now.
• 26% of all respondents say that they are researching new products online more than they did before Coronavirus.
• 27% of those ages 18-29 say they have purchased or might purchase an air fryer.
• 34% say they may buy a T-shirt, and 27% may buy athletic wear.
Key Statistics for Coronavirus Impacts on Delivery Services Include:
• 36% of all respondents indicate they plan to use grocery delivery or curbside pickup services while confined to their home.
• Those ages 30-44 are 4x more likely to use coffee delivery or curbside pickup.
• 34% say they are likely to use restaurant delivery or curbside pickup.
• 23% say that they have subscribed to, or plan to subscribe to, a meal kit delivery service such as Blue Apron or Hello Fresh.
Key Statistics for Coronavirus Impacts on Home Improvement Industry Include:
• 33% of male respondents say that they have traveled to a home improvement store since being impacted by Coronavirus.
• 11% of those between the ages of 30-44 expect to use Home Improvement delivery services or curbside pickup.
• 28% of males that own their own home say that they are considering installing new flooring while impacted by Coronavirus.
Wave 5: Marketing During A Crisis: The New Norm & Post CoronavirusSheSpeaks Inc.
In an effort to better understand how shoppers are reacting to the impact of the Coronavirus, SheSpeaks asked women age 18+ across the US to share their thoughts and experiences related to sentiment, attitude and purchase behavior. We shared these results at a webinar with the Supplier Community on Thursday, May 7th.
This is the fifth survey in our series related to Shopper behavior since the country began to shut down in mid-March.
SheSpeaks' latest survey was fielded online:
On May 1-5, 2020 and 1,458 respondents completed the survey
Throughout this report we will compare current results to the prior wave conducted on April 17th.
Gardening is back. With the slow down of the economy and tightening of our belts, we've seen a shift in priorities from we to me. Sharing is now trumping greed,& a return to a new sense of self-sufficiency is fueling a renewed appreciation for our land— defined more by nostalgia rather than geography; caretakers rather than developers.
Yard-sharing with people -- dividing resources, skills, space, tools, and time – is popping up to support our need to “go local,” strengthening our neighborhoods. We’re connecting to the soil and with each other, sharing the bounty and giving families food that’s more nutritious, tastier and less costly.
www.gardenmediagrup.com
L'Oreal Brandstorm 2020 quest was to build "Build a plastic-less future in the beauty industry"
This project allowed our team to achieve the Politecnico di Milano final round.
House Party surveyed 3,000 female brand advocates and revealed what makes them like, love, and share branded content. This deck reveals who these women are, where they spend their time online, what devices they use, and what they talk about when they share information online. We also reveal how you can find and activate these brand advocates to result in deeper engagement, stronger advocacy and bigger lifts. And yes, greater ROI!
Storytelling for Organizational Engagement: Selling Sustainability InternallySustainable Brands
How do you get your internal culture to embrace the right sustainability message that you have worked so hard to craft? What do you do to convince brand managers to incorporate your message as a sustainability manager working at the corporate level? Or, how do you get your higher-ups to not see it as too big a risk, if you are a brand manager or marketing director who wants to incorporate sustainability messaging into your existing messaging? Given you are unlikely to have much money (i.e. media budget) to put your message out there, what do you do to get social and viral play? And how do you sell something "out of the box" or "disruptive" in a conservative culture?
Similar to Household Cleaning Trend Tracker 2014 (20)
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Private Online Communities are pre-recruited groups of people who participate in market research projects and other online activities on an on-going basis. These Communities create the potential for genuine dialogue and relationship building with the people who buy and use your products. If your company is consumer-centric (or wants to transition from product-centric to consumer-centric), a private online community must be part of your marketing, social media, and product development strategy. This presentation will introduce you to Private Online Communities: what they are, what they can be used for, the benefits of establishing and using a POC, and the advantages of POC’s over traditional ad hoc market research.
How To Improve Profitability & Outperform Your Competition: the Guide to Data...A.J. Riedel
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Is your favorite ring slipping and sliding on your finger? You're not alone. Must Read this Guide on What To Do If Your Ring Is Too Big as shared by the experts of Andrews Jewelers.
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La transidentité, un sujet qui fractionne les FrançaisIpsos France
Ipsos, l’une des principales sociétés mondiales d’études de marché dévoile les résultats de son étude Ipsos Global Advisor “Pride 2024”. De ses débuts aux Etats-Unis et désormais dans de très nombreux pays, le mois de juin est traditionnellement consacré aux « Marches des Fiertés » et à des événements festifs autour du concept de Pride. A cette occasion, Ipsos a réalisé une enquête dans vingt-six pays dressant plusieurs constats. Les clivages des opinions entre générations s’accentuent tandis que le soutien à des mesures sociétales et d’inclusion en faveur des LGBT+ notamment transgenres continue de s’effriter.
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Introduction
Johnny Depp is an actor known for his chameleon-like ability to transform into a wide range of characters. from the eccentric Captain Jack Sparrow in "Pirates of the Caribbean" to the introspective Edward Scissorhands. His long hair is one constant throughout his evolving roles and public appearances. Johnny Depp long hair is not a style choice but a significant aspect of his identity. contributing to his allure and mystique. This article explores the journey and significance of Johnny Depp long hair. highlighting how it has become integral to his brand.
The Early Years: A Budding Star with Signature Locks
1980s: The Rise of a Young Heartthrob
Johnny Depp's journey in Hollywood began in the 1980s. with his breakout role in the television series "21 Jump Street." During this time, his hair was short, but it was already clear that Depp had a penchant for unique and edgy styles. By the decade's end, Depp started experimenting with longer hair. setting the stage for a lifelong signature.
1990s: From Heartthrob to Icon
The 1990s were transformative for Johnny Depp his career and personal style. Films like "Edward Scissorhands" (1990) and "Benny & Joon" (1993) saw Depp sporting various hair lengths and styles. But, his long, unkempt hair in "What's Eating Gilbert Grape" (1993) began to draw significant attention. This period marked the beginning of Johnny Depp long hair. which became a defining feature of his image.
The Iconic Roles: Hair as a Character Element
Edward Scissorhands (1990)
In "Edward Scissorhands," Johnny Depp's character had a wild and mane that complemented his ethereal and misunderstood persona. This role showcased how long hair Johnny Depp could enhance a character's depth and mystery.
Captain Jack Sparrow: The Pirate with Flowing Locks
One of Johnny Depp's iconic roles is Captain Jack Sparrow from the "Pirates of the Caribbean" series. Sparrow's long, dreadlocked hair symbolised his rebellious and unpredictable nature. The character's look, complete with beads and trinkets woven into his hair. was a collaboration between Depp and the film's costume designers. This style became iconic and influenced fashion trends and Halloween costumes worldwide.
Other Memorable Characters
Depp's long hair has also been featured in other roles, such as Ichabod Crane in "Sleepy Hollow" (1999). and Roux in "Chocolat" (2000). In these films, his hair added a layer of authenticity and depth to his characters. proving that Johnny Depp with long hair is more than a style—it's a storytelling tool.
Off-Screen Influenc
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2. Table of Contents
ABOUT THE TRENDS
WHY WE CONDUCT THE SURVEY WITH THE HOMETREND INFLUENTIALS PANEL
HOMETREND INFLUENTIALS PANEL DEMOGRAPHCS
HOW WE GATHER THE DATA
Changes in the frequency of household cleaning compared to a year ago.
Reasons for changes in frequency of household cleaning.
Changes in the types of household cleaning supplies or equipment being used.
Incidence of use of natural cleaning agents (such as baking soda and vinegar).
Changes in the frequency of use of natural cleaning agents compared to a year ago.
Frequency of purchase of household cleaning and/or laundry products that have fewer or no
chemicals, perfumes or dyes; and products that allow consumer to use less household cleaning
chemicals.
Incidence of do-it-yourself/home-made household cleaning products and laundry detergent.
APPENDICES
– About the author
– About Riedel Marketing Group
– Riedel Marketing Group contact info
3. About the Trends
Household Cleaning TrendTracker 2014 focuses on longer term attitudinal and
behavioral trends and changes in household cleaning activities that are having –
and will continue to have -- a profound impact on the housewares industry. When
consumers make changes in their home-related habits and practices, their needs
change – and the types of housewares products they buy and use change.
Housewares manufacturers ignore these trends at their own peril. They run the risk of
missing out on new growth opportunities, falling behind more trend-savvy competitors,
and eventually going the way of the buggy whip makers who failed to adjust to a new
trend that made their product obsolete.
Because we focus on the gradual shifts in consumer attitudes and behaviors, the major
trend themes that we track and monitor don’t typically change dramatically from
year to year. The drivers or underlying trends that impact consumer attitudes and
behaviors do not come and go in a year or two. For example, as they have for the past
several years, the economy, mobile technology, and social media are still driving
changes in consumer attitudes and behaviors.
We also track major overarching trends because these trends are profoundly
changing what consumers buy, how they get information, and how they make purchase
decisions. These trends impact every company in the housewares industry and require
housewares manufacturers to take a hard look at how they develop and market
products.
12/10/20133
4. Why We Conduct the Survey with the Hometrend
Influentials Panel
HomeTrend Influentials are home owners who like their homes to look up-
to-date and like to keep their fingers on the pulse of what is new for the
home. They are constantly redecorating and making improvements to their
homes. They enjoy talking with their family, friends, and co-workers about
what’s new for the home and they are sought out by friends and family for
advice on what to buy for their homes and what to do to their homes. They
are very active in community, civic, and political activities. They readily try
new food, household cleaning, laundry, and housewares products that they
see advertised or in stores and they eagerly recommend the products that
they really like to others.
HomeTrend Influentials pick up on new home-related trends and embrace
new home goods much sooner than the rest of the U.S. population. As
such, these influential consumers are the bellwether for predicting changes
in the behaviors, habits and practices, and attitudes of mainstream
Americans. If HIPsters embrace a new product, very likely it is going to be
embraced by mainstream Americans within a couple of years. If HIPsters
reject a new product, very likely the product is not going to be embraced by
mainstream Americans either.
4
5. HomeTrend Influentials Panel Demographics
Female: Although 5% of the HIPsters are male, the panel skews
predominantly female.
Early to mid 40's: Although a few are over 55 years of age, 20% of
HomeTrend Influentials Panel members are between the ages of 25 to 34
years old, 39% are between 35 to 44 years old years of age, and 31% are
between the ages of 45 and 54.
Middle/upper class: 34% of HomeTrend Influentials Panel members have
household incomes of less than $100,000, 37% have household incomes
of between $100,000 and $150,000, and 28% have household incomes of
more than $150,000.
Employed: More than three quarters of HomeTrend Influential Panel
members are in workforce. Two thirds of those in the workforce are
employed full-time.
Married: 87% of the HIPsters are married.
Children living at home: 57% HomeTrend Influentials Panel members have
children at home.
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6. How We Gather the Data
The primary source of insight used to identify the major trends of 2014 was
primary consumer research conducted by Riedel Marketing Group with
the company’s proprietary HomeTrend Influentials Panel (HIP).
Three in-depth online surveys were conducted with the HomeTrend
Influentials Panel in October 2013.
In addition to conducting primary consumer research with the HomeTrend
Influentials Panel, we glean insight from an array of other resources
including business publications, other market research companies and
consultants, and trade associations.
Household Cleaning TrendTracker 2014 is written and edited by RMG
Senior Partner A.J. Riedel, a highly regarded marketing authority,
forecaster of consumer trends, and advisor to many housewares
companies. Riedel has been tracking housewares and home goods trends
since 1999.
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7. Americans are spending about the same amount of
time on household cleaning as they have the past
couple of years.
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013
The amount of time HomeTrend Influentials are spending on household cleaning has held
fairly steady over the past three years.
More time now Less time now No change
8. The factors that impact the amount of time Americans
spend on household cleaning include the desire to
have a cleaner more organized home, the amount of
time available, and the number and ages of children
living at home.
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40%
33%
27%
20%
13%
7%
0% 10% 20% 30% 40% 50%
I have less time so less will get
done
I have fewer children at home
and/or my children are neater
I've hired cleaning help so that I
don't have to do the cleaning
I'm more organized and I have
more storage space and storage
solutions
My house is smaller
I've decided to let my house be a
bit messier
Among the 12% of HomeTrend Influentials
who spending less time on household
cleaning than they were last year, 40%
have less time and 33% have fewer
children at home.
50%
43%
29%
14%
14%
0% 10% 20% 30% 40% 50% 60%
I'm trying to do more thorough cleaning
I'm trying to get more organized and/or
clean out my stuff
I have more time to clean so more
cleaning will get done
I stopped my cleaning service/help and am
now doing the cleaning myself
Children
Among the 11% of HomeTrend Influentials
who spending more time on household
cleaning than they were last year, 50% are
trying to do more thorough cleaning and
43% are trying to get more organized.
9. Even though most women tend to stick with tried-and-
true cleaning techniques, they seek and share advice
on cleaning products and techniques.
Although 94 percent of all women say they still use many of the cleaning
techniques they’ve previously learned, they still look to others for
advice. Overall, 72 percent of women look to family members, 53 percent
look to friends, 41 percent seek help online and 29 percent ask colleagues for
advice. Many women give cleaning advice too, with 35 percent saying that
friends and family often come to them for their opinions on cleaning products
and techniques.
Source: https://www.scjohnson.com/en/press-room/press-releases/10-26-2010/Scrubbing-Bubbles-Dirty-Work-
Index-Reveals-the-Real-Dirt.aspx
“
”
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10. More and more Americans are avoiding household
cleaning and laundry products that contain chemicals ...
38% 41%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013
The percent of HomeTrend Influentials who
always purchase household cleaning and/or
laundry products that have fewer or no
chemicals has been steadily rising over the
past three years.
Never/almost never Sometimes Always/almost always
35% 37%
51%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013
The percent of HomeTrend Influentials who
always purchase household cleaning and/or
laundry products that contain no perfumes
or dyes has been steadily rising over the
past three years.
Never/almost never Sometimes Always/almost always
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11. … are using natural cleaning agents such as baking
soda and vinegar
Yes
83%
No
17%
83% of HomeTrend Influentials use natural
cleaning agents (such as baking soda and
vinegar) to clean their home and clothing.
Less often
2%
About the
same
67%
More
often
31%
31% of HomeTrend Influentials are using
natural cleaning agents more often than
they did a year ago.
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12. … are making their own household cleaning products
and/or laundry detergent.
26%
33%
16% 15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013
Almost half of HomeTrend Influentials
make their own household cleaning
products at least some of the time.
Never or almost never Sometimes Always or Almost Always
3% 10%
7% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013
14% of HomeTrend Influentials make their
own laundry detergent at least some of
the time.
Never or almost never Sometimes Always or Almost Always
12/10/201312
13. Demand for household cleaning tools that don’t require
the use of chemicals is holding steady.
28%
38%
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013
The percent of HomeTrend Influentials who always purchase products such as steam
floor mops or hand steamers that allow them to use less chemicals when they clean their
home or clothing has held fairly steady over the past three years.
Never/almost never Sometimes Always/almost always
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15. About the Author
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A.J. Riedel, Senior Partner of Riedel Marketing
Group (RMG), is a highly regarded marketing
authority in the housewares industry, the top
forecaster of housewares trends, and an
advisor to many housewares companies. A.J.
has 24 years of experience and an excellent
track record in the housewares industry. Her
knowledge and understanding encompasses
market dynamics, channels of distribution,
housewares consumers, and trends impacting
the industry, and marketing issues in the
housewares industry.
16. About Riedel Marketing Group
For over 22 years, Riedel Marketing Group (RMG) has been providing housewares
companies with market and consumer data and insight that helps them make informed
product and marketing decisions with confidence. Housewares manufacturers, ranging
from large Fortune 500 corporations to smaller privately owned companies, seek our
expertise. Past and current clients include Cuisinart, Jarden, Newell Rubbermaid,
Progressive International, Chef’N, Jokari, Dexas, Bradshaw International, and the
International Housewares Manufacturers Association (IHA).
Specializes Exclusively In Housewares: RMG is the only market research
company that specializes exclusively in the housewares industry.
Knowledgeable about Housewares Industry: I understand market dynamics,
channels of distribution, consumers, history and trends, and marketing issues.
Expertise in Research and Analysis: I have extensive experience with online
surveys, product concept tests, market and competitive assessments, and home-use
tests.
Actionable Insight: I answer not just the “what” questions but also the “so what”
(what are the ramifications of the data) and “now what” (what do we do as a result of this
study) questions.
Proprietary Consumer Panel: RMG is the only market research company with a
proprietary housewares-focused Market Research Online Community (MROC).
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17. Riedel Marketing Group Contact Information
602-840-4948
5327 E. Pinchot Ave., Phoenix AZ 85018
ajr@4rmg.com
www.4rmg.com
www.twitter.com/AJRat4RMG
http://www.linkedin.com/company/riedel-marketing-group
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