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Marketing an Energy-Efficient Product as ‘Money Saving’ Just Doesn’t Work – Here’s Why

Our latest national survey had an intriguing finding: More Americans are doing the right things — buying energy-efficient appliances, installing insulation, replacing their light bulbs with CFLs and adjusting their thermostats. Yet their utility bills are still on the rise. What gives? The poll, our sixth annual Energy Pulse survey, … Read more »

Choosing the Right Message to Reach ‘Concerned Moms’

If life were simple, there would be one kind of “green consumer” buying all things green. Unfortunately, life isn’t simple. There are multiple audiences who buy various green products. They don’t respond to the same messages, so there’s no “one size fits all” strategy. The good news: You can reach … Read more »

Greener Pastures Ahead? Five Trends You’ll See in 2010

Where is green going in 2010? Here are five consumer trends to look for: 1) “Waste not, want not” messaging will gain strength. While “save money” messaging still tests well, one of our recent national surveys found 12 percent of Americans believe “don’t waste” is the strongest message to get … Read more »

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