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

 (3BLMedia/theCSRfeed) St. Petersburg, FL - April 14, 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.   Additional results from the Trend Survey will be released by April 30^th. 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).  To find out more about purchasing a Trend Survey or EFW Consultancy Services, please contact Sean Lucey at 727-743-2352 or sean@ecofocusworldwide.com.   About the Global Trend Survey The EcoFocus 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.   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 companies and services with products 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.   About Linda Gilbert Linda Gilbert, CEO of EcoFocusWorldwide is a published author, expert speaker, founder and former President of HealthFocus International.    Ms. Gilbert is commonly 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. In 2001, Ms. Gilbert sold HealthFocus. In 2009, she decided to return to her early roots in sustainability when she worked at the Rodale Institute for Sustainable Agriculture after recognizing a need from her health and wellness clients to understand consumer behavior when it comes to green and sustainability. Ms. Gilbert has worked with many multi-national corporations including Unilever, Nestle, PepsiCo, Kraft, Kellogg’s, Tetra Pak, and Campbell’s.   EF6028