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

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

EcoFocus Report Shows New Trend: American Dads Want to Lay an Eco-Friendly Foundation for This and Future Generations

St. Petersburg, FL, July 23, 2010 — According to a new consumer trend report by EcoFocus Worldwide called Make Way For EcoAware Dads, a new dimension of fathering is emerging among American Dads who believe teaching their children environmental responsibility is a footprint that matters. The study shows that 65% of American Dads (over 36 million men) agree that “when my kids are grown, I want them to remember me as teaching them to be environmentally responsible”.

EcoAware Dad wants his family’s home and lifestyle to be safe, efficient and responsible, and he sees a lot of room for improvement: only 42% rate their home extremely or very energy efficient; and 41% rate their lifestyle very green or eco-friendly. Only 16% are very satisfied with how green or eco-friendly their lifestyles are today. Often, the choices are difficult or confusing.

“For EcoAware Dad, this is all very integrated and very personal to his role as a father. It’s a powerful new trend as Dad is realizing some unexpected benefits to his family’s home and lifestyle,” explains Lisa Harrison, Research Leader for EcoFocus. “For example, while he may have insulated his family’s home for economic reasons first, the secondary benefit is in quality of life because the home becomes a quieter and more comfortable living space. It’s also about laying a strong foundation for sustainable living for his kids today and for future generations of his family: 91% of EcoAware Dads say it is important for my children to understand the impact they have on the environment based on the choices they make.”

EcoAware Dad realizes that changes sometimes take big investments in both time and money. Still, he sees prospects for big payoffs. He knows he can’t do it all at once. Still, most (83%) have already “changed the way I do things to make choices that are better for the environment”. More than 8 in 10 agree that being eco-friendly is a way to improve quality of life for themselves and their families. For EcoAware Dad, sustainability means living in a way that ensures future generations will be able to have the conveniences and luxuries we enjoy today.

For more information about the new EcoFocus report Make 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 Study Identifies Opportunities for Companies to Target the New 21st Century Mom

Consumers Are Looking for Brands to Step Up: Companies Better Be Prepared

The newly released EcoFocus Worldwide Report entitled “Are You Ready for EcoAware Mom?” shows several new trends when marketing brands towards the 21st century mom including how being eco-friendly offers high level emotional benefits for moms. The report also identifies and defines next generation products and communications for EcoAware Moms. (PRWEB) June 22, 2010 — EcoFocus Worldwide has released a new report identifying a powerful new trend emerging, as parents are feeling that being eco-friendly is part of setting a good example for their children as well as leaving a legacy behind.

According to the EcoFocus report, “Are You Ready for EcoAware Mom?”, nearly 2 in 3 American parents agree that “when my kids are grown, I want them to remember me as teaching them to be environmentally responsible”. A similar number agree it’s important “for my children to understand the impact they have on the environment based on the choices they make”.

“Brands with or who want to build equity with moms around nurturing and responsibility themes have a powerful platform here,” recommends Linda Gilbert, CEO of EcoFocus. “It’s a new archetype that will define next generation products and communications,” says Gilbert.

2 in 5 are becoming more physically active as a result of a greener lifestyle, and

3 in 5 expect that a cleaner environment will mean less cancer and disease in the future.

Most also agree that they are spending more time together as a family, with nearly 70% of parents agreeing that being eco-friendly provides them with teachable moments with their kids.

Just as the 50’s ritual of Mom having dinner at 5 and sitting down together was a pivotal family experience, green activities are becoming part of the role of being the good Mom in the 21st century. Shared familial experiences are moving to eco-friendly activities, such as recycling and preparing water bottles for the family’s use the next day. For these EcoAware Moms, cleaning up your room isn’t just about making your bed; it’s about recycling cans and repurposing old clothes.

“EcoAware Moms see being green as part of teaching their kids responsibility and respect for others: their kids become more responsible citizens, and they consume more responsibly,” observes Lisa Harrison, Research Leader for EcoFocus. “Some Moms even feel guilty that their teens grew up with a disposable lifestyle, and they don’t want to make the same mistake with their younger children.”

But, parents are in need of help. While they have many sources of information (from the web to family and friends) there is often conflicting information. Over 40% of all Moms agree that it is hard to figure out what choices to make in order to have a more eco-friendly lifestyle.

To win them over, consumer goods and service providers need to keep the following in mind:
Keep it simple– make it clear what the green feature is and state it upfront on packaging
Keep it positive– consumers do not want to be “frightened” or ‘bullied” into making green choices
Keep it consistent– many have observed a disconnect with organic or eco-friendly products coming in non-recyclable or unfriendly packaging.

And, rest assured, they will make the change! Already, 90% of Moms in the EcoFocus survey at least sometimes consider environmental reasons when choosing the products they buy. And nearly half will change brands to make a more eco-friendly choice.

For more information about the new EcoFocus report “Are You Ready for EcoAware Mom?” or to schedule an interview with Ms. Gilbert or 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.

Corporate Marketers Need to Re-evaluate their Communications in the Green and Sustainable Marketplace

New Research Indicates that Consumers have the Eco-Habit “Will” but Lack the Eco-Lifestyle “Way”

St. Petersburg, FL, May 17, 2010—According to findings just released from the EcoFocus Worldwide 2010 Trend Survey, 84% of Americans agree that whether you believe in global warming or not, reducing waste and pollution is just common sense. In fact, over two-thirds (69%) of Americans say they are ready to make their lifestyles more eco-friendly. The problem is that brand managers are not including the information that consumers need so that they know how the product they are purchasing can make their lives more eco-friendly and how the product packaging can decrease waste.

“Our research shows that the mainstream consumer is not really interested in climate change but they are concerned about pollution and waste,” stated Linda Gilbert, CEO of EcoFocus. “However, brand messaging and packaging are not communicating the type of information that consumers are looking for to enable them to make an educated environmental differentiation between products and brands. For instance, consumers want to know if it is better to purchase a boxed soup or a canned soup and why. They want to know if 100% recycled paperboard can be recycled again and they want to know what they should do with a cereal box liner when the carton is empty. They also wonder for example whether a plant-based cleaner can really disinfect their bathroom.”

Ms. Gilbert cautions that marketers should not confuse responsible and ethical consumerism with mainstream consumer trends because mainstream consumers are focusing on managing the consequences of consumerism. They are not looking to brands for inspiration, but they are looking for practical solutions. She suggests that brand managers need to:

Look for ways to marry economic concerns with environmental interests
Make it effortless (or at least easier) for the mainstream consumer to identify eco-friendly choices
Focus on pollution and waste, more than climate change
Focus on family first, and then the greater good.
For more information or to schedule an interview with Ms. Gilbert regarding research findings, please contact Fran Lowe at 510-735-9871 (PST) or Sheryl Zapcic at 717-875-4545 (EST).

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

Consumers Are Looking for Brands to Step Up: Companies Better Be Prepared

(3BLMedia/theCSRfeed) St. Petersburg, FL – February 24, 2010 – EcoFocus Worldwide, a global research based consulting company established in 2009 by Linda Gilbert, founder and former President of HealthFocus International, announced the launch of a new consumer research study. The EcoFocus Trend Survey on green and sustainability focuses on the most personal benefits of sustainability choices for mainstream consumers. The goal of the survey is to gain insights into how consumers are and are not choosing to make their homes and lifestyles more eco friendly. Unlike other surveys, the study will focus on the complete bell curve of consumers and look at green and sustainable in terms of consumers’ everyday lives as opposed to concern over global issues such as climate change.

“The information gained as a result of EcoFocus’ initial research is new information that we have not seen before,” stated Tiziana Castiglioni, Senior Director, Global Brands, Kelloggs. “It helped us identify things we can do right now that will facilitate the life and understanding of sustainability for the mainstream consumer as well as for our longer term strategic thinking… for us to think where we should put our efforts.”

The Trend Survey is a syndicated, large scale survey designed specifically to provide the data marketers need for making confident strategic branding decisions. The Survey builds on EcoFocus’ prior research into what mainstream consumers are looking for in green, sustainability and wellness choices. The 2010 study will be conducted in the United States and Europe, with on-going rolling surveys and geographic expansion through the Americas and Asia Pacific by 2013. Preliminary results from the Trend Survey will be released by April 15.

“Our US research shows that consumers’ financial and environmental interests have clearly converged. This means mainstream consumers are looking for products that provide real eco-friendly solutions that help them live more sustainably at a personal level,” stated Ms. Gilbert. “The current economy is making them even more aware of the need to rethink eco-friendly and product and services choices. Consumers expect respected brands to ‘step up’ and any brand not leveraging this window of consumer opportunity needs to look again.”

Companies still have time to place their proprietary questions in the first quarter 2010 EcoFocus Worldwide Trend Survey in the United States. The deadline is March 5. For more details, please call or e-mail Sean Lucey at 727-743-2352 or sean@ecofocusworldwide.com.

For more information or to schedule an interview with Ms. Gilbert regarding preliminary and new research findings, please contact Fran Lowe at 510-735-9871 (PST) or Sheryl Zapcic at 717-875-4545 (EST).

EFW Logos

Executive Bios

Linda Gilbert, Founder and CEO

Linda Gilbert 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.

Sean Lucey, Brand Development Leader

Sean Lucey is the Business Development Leader for EcoFocus Worldwide. Mr. Lucey has worked in sales and marketing leadership roles across Pharmaceutical, CPG, Life Sciences and Software development firms. In 1994 he officially left the corporate world and ventured into his first start-up, becoming co-founder of 2NITE Enterprises, a division of Boston Web Sites. As Vice President of Sales and Marketing, he has led teams which created unique marketing tools, in depth market research programs and services which impacted multiple stakeholders in supply chains. Mr. Lucey has been a trusted advisor, consultant, mentor to entrepreneurs, member of several boards of directors, and active within charitable organizations including the Cam Neely Foundation for Cancer Care. He holds a BS in Marketing Management from Northeastern University.

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.

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

Corporate Profile

EcoFocus Worldwide is among the top consumer trend research and consulting companies in the green, sustainability 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. EFW is headquartered in St. Petersburg, Florida with offices in Seattle, Stockholm and Beijing.

EcoFocus Worldwide also conducts a global Trend Survey which is a collaborative, large scale survey designed specifically to provide the data marketers need for making confident strategic branding decisions. The research focuses on what mainstream consumers are looking for in green, sustainability and wellness choices. This is an ongoing trend study conducted in the United States and Europe with quarterly updates available.
The EcoFocus Worldwide leadership includes:

Linda Gilbert, Founder and Chief Executive Officer
Ray Wolf, Chief Financial Officer
Sean Lucey, Brand Development Leader
Lisa Harrison, Research and Insights Leader
Anglea Dahlen, EcoFocus Europe

The EcoFocus Board and Research team includes:

Rene Bos, formerly The AC Nielsen Company’s Executive Director, Online Research Business Development, Asia.
Lyn Ciocca, President of Wellness Resources specializing in qualitative research and brand marketing with networks in the sustainability community.
Linda Hunter, Acknowledged expert and author on eco-lifestyles and sustainability at home; author of Healthy Home and Green Clean; corporate spokesperson and expert resource for the Oprah Winfrey Show.
Kevin Menk, President Strategic Resource Partners; 2010 chairperson of Council of American Survey Research Organizations (CASRO).
John Summers, Professor Emeritus of Marketing, Indiana University School of Business.
Dan Woodard, Consumer Insights Strategist and former Director at Kraft Foods.

For more information regarding EcoFocus Worldwide or to schedule an interview with EFW leadership or Advisory Board members, please contact Sean Lucey, 727-743-2352, sean@ecofocusworldwide.com.