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  • Corporate Marketers Need to Re-evaluate

    Thursday, August 12, 2010 @ 03:08 PM
    posted by: admin

    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).