The research shows that attitudes and actions toward packaging are playing a greater role in brand perceptions and product choices and shoppers are making changes in their purchases as a result. Three in four tural and Organic Shoppers say they are ready to make changes for an eco-friendly lifestyle: 65% of Organic Shoppers and 52% of Natural Shoppers have already changed what they buy due to the type or amount of packaging,

The Sustainable Packaging for Natural and Organic Shoppers report examines the 28% of U.S. grocery shoppers ages 18-65 years who are shopping for natural or organic products today, and how packaging can further meet the needs of these natural and more environmentally aware consumers.

“Sustainability is a new dimension of their already healthy lifestyles,” observes Lisa Harrison, Consumer Research and Insights Leader at EcoFocus. “They see a strong connection between their personal health and the health of the environment. Packaging can be a visible solution or problem for these environmentally-minded shoppers.”

According to the EcoFocus report, more than two in three Natural and Organic Shoppers say it is important to choose foods and beverages that are packaged responsibly. For these shoppers, that first means packaging that is recyclable, refillable or reusable, followed by packaging that uses less plastic or is made from recycled materials.

Consistent with their belief that healthier products are those made without artificial or chemical ingredients, responsible packaging for these shoppers also means non-GMO and BPA-free. Over 60% of Natural and Organic Shoppers are extremely or very concerned about GMOs; 44% are concerned about the safety of plastics containing Bisphenol-A (BPA).

They are aware of packaging innovations and receptive to new solutions. More than four in five Natural and Organic Shoppers have heard about compostable packaging, and 84% consider it to be an “eco-friendly” option. More than half of Natural and Organic Shoppers are on the look-out for biodegradable packaging, and 81% consider it to be “eco-friendly.” Still, 28% are concerned about the safety of biodegradable packaging for food and beverage use.
Plant based plastics are also on their radar screen. More than 6 in 10 Natural and Organic Shoppers have heard about corn, soy, or plant-based plastics. About 7 in 10 want to learn more about these alternatives to petroleum-based plastic.

Less packaging is also a priority for Natural and Organic Shoppers: 71% say it is extremely or very important “to limit the amount of waste that my household produces.” Similarly, a manufacturer’s commitment to reducing waste and providing ways to dispose of packaging matters to most Natural and Organic Shoppers: 78% consider a company’s commitment to “reducing waste” extremely or very influential to their purchase decisions; and 75% say the same about their commitment to “providing ways to dispose of packaging.”

They want companies to help them to reduce and dispose of packaging waste: 58% agree that natural and organic products need to do a better job of packaging with recyclable materials; and 76% agree that manufacturers need to do a better job of communicating how to responsibly dispose of their packaging.

Sustainable Packaging for Natural and Organic Shoppers is key to understanding the mindset of Natural and Organic Shoppers and provides guidance for their future direction in this changing market segment. From details on important label communications to influential certifiers, eco-friendly practices and eco-friendly brands, this comprehensive report is rich with actionable data and insights to help build calls to action and sales-building strategies for packaging companies and CPG’s wanting greater success in the organic and natural good markets.

The Sustainable Packaging for Natural and Organic Shoppers report integrates the findings from qualitative focus groups with quantitative data collected in the 2010-2011 EcoFocus Trend Survey. The survey was conducted online with 2,043 Natural and Organic Shoppers among a sample of 7,000+ nationally representative Americans ages 18 to 65 years. The survey duration is 25-40 minutes. The data is regularly updated and trended.

What Can You Get the EcoAware Dad for the Holidays?

EcoFocus Report Shows New Trend: American Dads Want to Make a Big Impact with Home Improvements

St. Petersburg, FL, November 30, 2010 – What do you get an EcoAware Dad for the Holidays? Well, according to a new consumer trend report by EcoFocus Worldwide called Making Way For EcoAware Dads!, hybrids and fuel efficient vehicles top the list of things wanted by over 40% of EcoAware Dads to make their homes and lifestyles more green or eco-friendly. And, if you are really feeling generous, right behind vehicles is energy efficiency, with tankless water heaters and solar panels on the shopping list for 38% of EcoAware Dads. While many have already made these upgrades, 30-33% still have water efficient appliances/clothes washers and energy saving window treatments on their wish list.

Before you wrap up those electronics are on your holiday list, make sure you check for green credentials. EcoAware Dads want green or eco-friendly computers (52%) and cell phones (49%). When you are putting toiletries in the stocking, remember that 55% of EcoAware Dads want soaps, shampoos and deodorants that are eco-friendly.
If you can’t get dad that electric car or green cell phone, other eco-friendly gifts for EcoAware Dads include:

Low Flow Showerheads
Solar Accent Lighting
Bamboo BBQ Grill Set
Community Supported Agriculture Share
Recycled Paper Journal and Note Paper Set
Green Lifestyle Guide Book (printed on recycled paper, of course)
Solar Powered Watch
LED Desk Lamp
Recyclable USB Drive made from Recycled materials
Energy Saving CFL Light Bulbs

For more information about the new EcoFocus report Making Way for EcoAware Dads! or to schedule an interview with Ms. Harrison regarding the research findings, please contact Fran Lowe at 510-735-9871 (PST) or Sheryl Zapcic at 717-875-4545 (EST).

About EcoFocus Worldwide
EcoFocus Worldwide conducts consumer trend research and provides marketing consulting specializing in consumer perspectives on green and sustainable goods and services as well as insights into the health and wellness marketplace. Clients include businesses with products and services that touch consumers in their homes and daily lives: foods and beverages; personal care and cosmetics; household cleaning and home improvements; gardening and pest control; school and home office supplies; transportation; restaurants; packaging and recycling, and other consumer and B2B goods and services. http://www.ecofocusworldwide.com

EcoFocus Report Identifies Opportunities for Companies to Target $1.7 Trillion Market for EcoAware Dads

Sustainability is a new of Dimension of Well-Being and Health for EcoAware Dads, with far reaching implications for businesses

St. Petersburg, FL, November 19, 2010 –EcoFocus Worldwide today announced sales of its new Consumer Trend Watch Report: “Making Way for EcoAware Dads!” The report which is based on the EcoFocus 2010 US Trend Survey of 4,500+ nationally representative Americans ages18-65 years, presents a powerful new archetype for 21st century Dads. According to the new Report, the EcoAware Dads market includes more than 36 million men and has more than $1.7 trillion in buying power.

“EcoAware Dads are a new and growing target market opportunity that includes 25% of all men and 65% of all Dads,” stated Linda Gilbert, CEO of EcoFocus. “He is a more engaged parent than the dad of yesteryear and more participatory in household activities. For example, EcoAware Dads are becoming more involved in less traditional shopping roles: 84% of EcoAware Dads buy groceries; 70% buy household cleaning products; and 65% buy paper and office products on a regular basis, for their households. This change in role provides unprecedented opportunities for businesses offering sustainable solutions for everyday living.”

According to the EcoFocus report, while economic benefits are a primary driver for EcoAware Dads, they also are recognizing a connection between sustainability choices and personal health. EcoAware Dads believe that a cleaner environment contributes to his family’s well-being, and that cleaner air and water today will mean a healthier tomorrow. Already, four out of five EcoAware Dads agree that better personal health is a big benefit of an eco-friendly lifestyle. Longer term, they believe a cleaner environment will mean less cancer and disease in the future.

“EcoAware Dads want solutions to improve their home’s health and efficiency,” observed Lisa Harrison, Research and Insights Leader for EcoFocus. “Notably for CPG’s, 60% of EA Dads feel it is important to change brands in order to make a more eco-friendly choices. The EcoAware Dads are willing to pay more (57%) for some environmentally friendly products because they expect the higher upfront costs will generate savings in the long term.”

For more information or to purchase a copy of the report “Making Way for EcoAware Dads!” please contact Sean Lucey at 727-743-2352, sean@ecofocusworldwide.com. To schedule an interview with Ms. Gilbert or EcoFocus Consumer Research and Insights Leader, Lisa Harrison regarding the research findings, please contact Fran Lowe at 510-735-9871 (PST) or Sheryl Zapcic at 717-875-4545 (EST).

About EcoFocus Worldwide
EcoFocus Worldwide conducts consumer trend research and provides marketing consulting specializing in consumer perspectives on green and sustainable goods and services as well as insights into the health and wellness marketplace. Clients include businesses with products and services that touch consumers in their homes and daily lives: foods and beverages; personal care and cosmetics; household cleaning and home improvements; gardening and pest control; school and home office supplies; transportation; restaurants; packaging and recycling, and other consumer and B2B goods and services. http://www.ecofocusworldwide.com

EcoFocus Report Identifies Opportunities for Companies to Target $18.6 Billion in Household Cleaning Products

For Mainstream Consumers, CPG Companies Need to Offer High Performance and Affordable Green Cleaning Options

St. Petersburg, FL, November 12, 2010– According to new consumer research on household cleaning products by EcoFocus Worldwide, a research based consulting company, corporations have huge new market opportunities in the “green” cleaning product space. Last year, retail sales of green cleaners hit $557 million which is only 3% of the $18.6 billion household and laundry cleaner market*. The research findings, which are based on the EcoFocus 2010 US Trend Survey of 4,500+ Americans ages 18-65 years, show that features related to the health of the environment and to personal health are the most desirable when purchasing green cleaning products today: for 71% of buyers, biodegradable ingredients are at the top of their shopping list; followed by hypoallergenic ingredients for 67% of buyers. Around half of shoppers find plant-based cleaners and those made without chemical dyes or fragrances to be desirable.
“Shoppers are looking for manufacturers to give them more choices by creating green products using their brand’s recognized expertise. This is a significant opportunity for traditional CPG companies with longstanding reputations as experts in cleaning,” stated Linda Gilbert, CEO of EcoFocus Worldwide.

It’s also critical to keep choices familiar so shoppers can readily identify the products they are looking for. Too often, green products focus on communicating environmentally friendly attributes and forget to make it easy to tell fabric softener from detergent, for example. Shoppers also want manufacturers to help educate them about green by telling them how to recycle packaging, and what makes this choice greener than the next one through effective labeling.
The EcoFocus Insights Team also suggested that manufacturers need to focus on product performance for the mainstream consumer.

“Consumers tend to perceive greener cleaning products as being less effective than their counterparts,” stated Lisa Harrison, Consumer Insights and Research Leader for EcoFocus. “It is critical for corporations to disprove these perceptions by waiting until they develop high performing products rather than rushing to market with inferior products that consumers try once and abandon. After a bad experience, getting them back into the category, let alone to your brand, will be difficult.”
For more information or to schedule an interview with Ms. Gilbert or Lisa Harrison regarding the research findings, please contact Fran Lowe at 510-735-9871 (PST) or Sheryl Zapcic at 717-875-4545 (EST).

About EcoFocus Worldwide
EcoFocus Worldwide conducts consumer trend research and provides marketing consulting specializing in consumer perspectives on green and sustainable goods and services as well as insights into the health and wellness marketplace. Clients include businesses with products and services that touch consumers in their homes and daily lives: foods and beverages; personal care and cosmetics; household cleaning and home improvements; gardening and pest control; school and home office supplies; transportation; restaurants; packaging and recycling, and other consumer and B2B goods and services. http://www.ecofocusworldwide.com

*Source: Alsever, Jennifer. “Green Movement Prying Loose Details About Cleansers.” Msnbc. 15 Oct. 2010. Web. 11 Nov. 2010.

Executive Bios

Linda Gilbert (727) 906-3319, Founder and CEO

Linda Gilbert (727) 906-3319 is the founder and Chief Executive Officer of EcoFocus Worldwide. She has more than twenty years experience providing multi-national market leaders with insights on consumer perspectives and has commonly been referred to in the industry as the “consumer voice” that keeps them on track with trends impacting their business. She has designed groundbreaking research and created marketing tools in consumer health and wellness, including a consumer segmentation which has been used by clients worldwide since 1990. Additionally, she is the founder of HealthFocus International which she sold in 2001. Linda has worked for Organic Gardening Magazine, as well as the Rodale Institute of Sustainable Agriculture, and National Academy of Sciences’ sustainable agriculture program. She is a sought after speaker and has been quoted in the Wall Street Journal, New York Times, Advertising Age, Food Processing Magazine, as well as other venues.

Ray Wolf, COO

Ray Wolf is the Chief Operating Officer of EcoFocus Worldwide. He has over thirty five years of entrepreneurial, sustainable agriculture, corporate new business development, market research, and energy conservation experiences. He was founder and President of Sweet Heat Spice Company which was featured as an INC. Magazine “Company to Watch”. Ray is a sustainability expert, having developed numerous consumer communications for home and garden lifestyle publications. As a former editor of Organic Gardening and Farming magazine, Environmental Action Bulletin, and Compost Science magazine, he was intimately involved in the early organic farming and environmental movements in the US. Ray developed two of the first books on sustainability and organic farming. Ray has authored/edited more than a dozen books on energy conservation and solar energy. He developed the award winning energy conservation site for homeowners, HomeDepot.com/energy.

Lisa Harrison, Consumer Research and Insights Leader

Lisa Harrison is the Consumer Research and Insights Leader for EcoFocus Worldwide. Before joining EFW, Lisa was a sought after consumer insights leader for corporate giants such as Kraft, ConAgra, Quaker and, most recently Tropicana-PepsiCo. With over 20 years experience in quantitative and qualitative consumer research techniques as well as marketing and product development, Ms. Harrison has offered her clients a keen understanding into the heart and minds of the consumer target.

What Can You Get the EcoAware Dad for the Holidays? November 30, 2010

EcoFocus Report Identifies Opportunities for Companies to Target $1.7 Trillion Market for EcoAware Dads November 19, 2010

EcoFocus Report Identifies Opportunities for Companies to Target $18.6 Billion in Household Cleaning Products November 12, 2010

EcoAware Moms Reward Organic Brands with Their Highest Eco-Friendly Ratings September 15, 2010

EcoFocus Report Identifies Opportunities for Companies to Target $1.45 Trillion Market for EcoAware Moms September 8, 2010

Lunch & Learns Offered to Address the New EcoAware Parenting Trend Based on New EcoFocus Research Reports August 17, 2010

New Report Offers Insights to Marketers on How to Brand to EcoAware Dads July 27, 2010

Report Shows that Eco-Aware Living is a Parenting Priority for 21st Century Dads July 23, 2010

EcoFocus Study Identifies Opportunities for Companies to Target the New 21st Century Mom June 22, 2010

Corporate Marketers Need to Re-evaluate their Communications in the Green and Sustainable Marketplace May 17, 2010

New Global Trend Survey to Offer Fresh Insights into Mainstream Consumer Perspectives on Green and Sustainability Purchasing Choices February 24, 2010

EcoAware Moms Reward Organic Brands with Their Highest Eco-Friendly Ratings

Organic and Premium Nutrition Brands Have a Healthy Halo Shining Up Their Sustainability Image Among EcoAware Moms

St. Petersburg, FL, September 15, 2010 — According to the new EcoFocus Consumer Trend Watch Report: “Are You Ready for EcoAware Moms?”, organic food and beverage brands top the eco-friendly brand ratings chart among EcoAware Moms. Still, EcoAware Moms are also expressing concerns about organic products that are over-packaged, over-processed, and over-shipped. To maintain their advantage among EcoAware Moms, EcoFocus recommends that organic brands need to assess their alignment to her priorities for reducing waste, conserving resources, and buying local.

“EcoAware Moms want the brands they know and trust to offer more choices that are eco-friendly. And they expect the manufacturers who are experts in their categories to be the innovators and creators of eco-friendly and sustainable choices,” says Lisa Harrison, Consumer Insights and Research Leader for EcoFocus.

Organic and premium nutrition brands get the highest eco-friendly ratings from EcoAware Moms, with Bear Naked, Kashi, Cascadian Farms, Amy’s, and Newman’s Own topping their eco-friendly brand list. Similarly, EcoAware Moms rate Stonyfield higher than Yoplait, and SunChips higher than Frito Lay.

“EcoAware Moms respond very positively to how Bear Naked uses fun and humor to invite shoppers to read their labels and encourages them to recycle. The Terracycle packaging used by Bear Naked is new and yet familiar in form, the resealable bag speaks to freshness and convenience, and the graphics are playful,” observes Harrison.

Still, many EcoAware Moms are at a loss as to how to rate the brands they buy and use, with about one in five saying they don’t have enough information to know how to rate the eco-friendliness of familiar food and beverage, lawn and garden, or cleaning brands.

For more information or to purchase a copy of the report “Are You Ready for EcoAware Moms?” please contact Sean Lucey at 727-743-2352, sean@ecofocusworldwide.com. To schedule an interview with Ms. Harrison regarding the research findings, please contact Fran Lowe at 510-735-9871 (PST) or Sheryl Zapcic at 717-875-4545 (EST).

Are You Ready For EcoAware Moms? Consumer Trend Watch Report
The 2010 EcoFocus Worldwide Report, is based on extensive interviews with U.S. moms together with the EcoFocus 2010 US Trend Survey of 4,000+ Americans ages18-65 years. The EcoAware Moms market includes more than 51 million women, 69% of Moms, and has more than $1.45 trillion in buying power.

About EcoFocus Worldwide
EcoFocus Worldwide conducts consumer trend research and provides marketing consulting specializing in consumer perspectives on green and sustainable goods and services as well as insights into the health and wellness marketplace. Clients include businesses with products and services that touch consumers in their homes and daily lives: foods and beverages; personal care and cosmetics; household cleaning and home improvements; gardening and pest control; school and home office supplies; transportation; restaurants; packaging and recycling, and other consumer and B2B goods and services. http://www.ecofocusworldwide.com

EcoFocus Report Identifies Opportunities for Companies to Target $1.45 Trillion Market for EcoAware Moms

For Mainstream Moms, Sustainability is a new dimension of Health and Wellness that has far reaching implications for businesses

St. Petersburg, FL, September 8, 2010 –EcoFocus Worldwide today announced sales of its new Consumer Trend Watch Report: “Are You Ready for EcoAware Mom?” The report which is based on the EcoFocus 2010 US Trend Survey of 4,000+ Americans ages18-65 years, presents a powerful new archetype for 21st century Moms. According to the new Report, the EcoAware Moms market includes more than 51 million women, 69% of Moms, and has more than $1.45 trillion in buying power.

“EcoAware Moms are a receptive target market for sustainability. They are rethinking their decisions and often making new choices, creating unprecedented opportunities for businesses offering sustainable solutions for everyday living,” observes Linda Gilbert, CEO of EcoFocus.

“Mainstream consumers are starting to wonder why toothpaste is in a tube inside a box, and why packaging for plant-based cleaning products often doesn’t align to the purity of the contents. They are unsure of whether local or organic is the better choice, or if recycled paperboard can be recycled again. They are looking for help from retailers, manufacturers, and service providers to find and make better choices to meet their personal eco- friendly lifestyle goals and aspirations.”

According to the EcoFocus report, EcoAware Moms are a reflection of a parenting
paradigm shift. Today’s parents are coming to regard eco-friendly choices as opportunities to improve their own quality of life, to set good examples and teach important behaviors to their children, and to leave a legacy for future generations.

“EcoAware Moms are focused on the daily aspects of their households and lifestyles – reducing waste, avoiding chemicals and toxins, saving resources, and making responsible choices. For an EcoAware Mom, this is where she and her family can make a difference,” explains Ms. Gilbert.

The report also shows that EcoAware Moms are far more likely to believe they have a great deal of control over how healthy their home is, for them and their family, compared to other Moms. Eighty-eight percent agree or strongly agree with the statement compared to 62 percent of other Moms.

EcoAware Moms see the little changes they make adding up to big improvements for the environment. And most are changing the way they do some things to make choices that are better for the environment.

The Top 5 Things EcoAware Moms are Using More Often:

Chemical-free cleaning products – 47%
Organic foods and beverages – 45%
Plant-based cleaning products – 40%
Water filter – 38%
Resealable plastic bags – 38%

The Top 5 Things EcoAware Moms are Using Less Often or Don’t Use:

Plastic wrap – 50%
Disposable cups or plates – 49%
Bottled water – 40%
Single serve beverages in plastic bottles – 46%
Chemical pest controls – 45%

“EcoAware Moms are ready for changes and they are looking for brands to provide them with solutions that are convenient, affordable, and practical for their lifestyles.

“This is low hanging fruit that is ripe for harvest by marketers. These consumer driven opportunities are often surprisingly simple, immediately actionable, and profitable for companies to execute, says Linda Gilbert.

For more information or to purchase a copy of the report “Are You Ready for EcoAware Mom?”, please contact Sean Lucey at 727-743-2352, sean@ecofocusworldwide.com. To schedule an interview with Ms. Gilbert or EcoFocus Consumer Research and Insights Leader, Lisa Harrison regarding the research findings, please contact Fran Lowe at 510-735-9871 (PST) or Sheryl Zapcic at 717-875-4545 (EST).

About EcoFocus Worldwide
EcoFocus Worldwide conducts consumer trend research and provides marketing consulting specializing in consumer perspectives on green and sustainable goods and services as well as insights into the health and wellness marketplace. Clients include businesses with products and services that touch consumers in their homes and daily lives: foods and beverages; personal care and cosmetics; household cleaning and home improvements; gardening and pest control; school and home office supplies; transportation; restaurants; packaging and recycling, and other consumer and B2B goods and services. http://www.ecofocusworldwide.com

Lunch & Learns Offered to Address the New EcoAware Parenting Trend Based on New EcoFocus Research Reports

Brand Managers, Marketers and CSR Professionals Offered Actionable Insights into EcoAware Parenting

St. Petersburg, FL, August 17, 2010—EcoFocus Worldwide has added new topics for their Lunch & Learn sessions based on their new reports entitled “Are You Ready for EcoAware Mom” and “Make Way for EcoAware Dads”. The reports are a culmination of a year long qualitative and quantitative research plan which resulted in the recently fielded 4,000+ mainstream consumer survey. The customized 60 minute Lunch and Learn presentations, which are followed by a question and answer period, will provide actionable insights to attendees about the emerging trend happening in 21st century parenting. Linda Gilbert, CEO of EcoFocus, will show brand managers, marketers and CSR professionals:

How brands can build equity with EcoAware moms and dads
What they are looking for from consumer goods and service providers and the brands they choose.
The new paradigm in parenting that will define next generation products and communications.

Other Lunch and Learn presentations include:
What’s Blue and Bigger than Green: A dialogue that focuses on what marketers and brand managers need to start asking themselves as they are envisioning a “green” future for their brands, yet Americans are coloring the future with “blue”. EcoFocus research has identified a unique window of opportunity for marketers to now partner with their consumers to bring eco-habits into their family’s lifestyles. Sustainability is redefining Wellness and bringing new dimensions and choice hierarchies to consumer lifestyles.
What Mainstream Consumers are Looking for in Eco-Lifestyle Choices: A look into mass market consumers and their often misunderstood view on green and sustainability. Participants will see what mainstream consumers are already doing, what they want to do more of and where they want brands and products to step up as well as some best practices for marketers as Rules-to-Remember.
For more information about the new EcoFocus reports or Lunch and Learn opportunities, please contact Sean Lucey, Brand Development Leader at 727-743-2352 or sean@ecofocusworldwide.com.

About EcoFocus Worldwide
EcoFocus Worldwide conducts consumer trend research and provides marketing consulting specializing in consumer perspectives on green and sustainable goods and services as well as insights into the health and wellness marketplace. Clients include businesses with products and services that touch consumers in their homes and daily lives: foods and beverages; personal care and cosmetics; household cleaning and home improvements; gardening and pest control; school and home office supplies; transportation; restaurants; packaging and recycling, and other consumer and B2B goods and services. http://www.ecofocusworldwide.com

New Report Offers Insights to Marketers on How to Brand to EcoAware Dads

Safety, Durability, and Efficiency are the New Watch Words for Sustainable Lifestyles

St. Petersburg, FL, July 27, 2010 – A new consumer marketing report from EcoFocus Worldwide entitled Make Way for EcoAware Dads provides valuable insights to brand marketers as the new EcoAware Dad trend continues to evolve. The study shows that there is a strong and unattended market for home building, home improvement, durables, electronics, household goods, lawn and garden products, energy, transportation, and more. Already, more than 1 in 2 Dads always or usually factor environmental considerations into their purchase decisions, and another 32% sometimes do so. Almost 9 in 10 say it is important enough to change brands to make a more eco-friendly choice and more than 4 in 10 are prepared to pay more for environmentally friendly products that get it right.

According to the EcoFocus report, marketers should watch for EcoAware Dads to be shopping more often for products made with plant based or renewable materials, installing solar panels and on-demand water heaters, choosing more energy efficient vehicles, using green electronics, and landscaping with native plants. EcoAware Dads will be composting, recycling, and planning trips to reduce transportation needs more often. Home repairs and remodeling will be made for greater efficiency and less exposure to potentially health-hazardous materials.

“The EcoAware Dad defines sustainability as a means of living in a way that ensures future generations will be able to have the conveniences and luxuries we enjoy today,” stated Lisa Harrison, Research Director at EcoFocus. “He doesn’t want to make compromises for a sustainable lifestyle or more eco-friendly home; in fact he is less willing to make compromises than his childless counterpart.”

The report also shows that more than 3 in 4 EcoAware Dads agree that “with each step I take to make my home or lifestyle more eco-friendly, it gets easier to take the next step”. The key barriers are cost, convenience, and availability. Key advantages are safety, durability, and efficiency.

The EcoFocus report says that:

68% wish they could buy environmentally friendly products more often, but they are often not affordable.
58% wish they could buy environmentally friendly products more often, but they are often not available.
37% feel that many sustainable or green solutions are not practical for their lifestyle today.

This is why the EcoFocus marketing strategists recommend that marketers must:

Give him credit for what he is already doing right and help him take the next step.
Speak to where his economic or safety interests intersect with his environmental interests for your brand, product or service.
Reinforce and empower EcoAware Dad to provide the best choices for his family today and for future generations tomorrow.
Create opportunities for eco-friendly practices that enable him to engage with his family, especially his children.

Some activities already undertaken by many EcoAware Dads include home weather-proofing and insulation, upgrading to energy and water efficient appliances, installing purification systems for tap water, buying energy saving windows and window treatments, replacing used bulbs with CFL’s, and recharging batteries. Many EcoAware Dads are recycling, and some are already composting kitchen waste for the garden. EcoAware Dads consider green or eco-friendly features important when choosing products for their homes and living spaces, from paints and wallpapers to flooring and carpeting to lawn and garden products.

What’s next on his to-do list? “Doing more of what he is already doing, and doing it more often” forecasts Linda Gilbert, CEO of EcoFocus. “As solutions are more available, these early steps will become integrated into behavior. In fact, EcoAware Dads expect that their children will build on the foundations laid today when raising their own families tomorrow,” explains Gilbert.

For more information about the new EcoFocus report Make Way for EcoAware Dads or to schedule an interview with Ms. Harrison or Ms. Gilbert regarding the research findings, please contact Fran Lowe at 510-735-9871 (PST) or Sheryl Zapcic at 717-875-4545 (EST).

About EcoFocus Worldwide
EcoFocus Worldwide conducts consumer trend research and provides marketing consulting specializing in consumer perspectives on green and sustainable goods and services as well as insights into the health and wellness marketplace. Clients include businesses with products and services that touch consumers in their homes and daily lives: foods and beverages; personal care and cosmetics; household cleaning and home improvements; gardening and pest control; school and home office supplies; transportation; restaurants; packaging and recycling, and other consumer and B2B goods and services. http://www.ecofocusworldwide.com