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
Nov 19, 2010 12:01 PM ET
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(3BLMedia/theCSRfeed) 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, 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.   # # #  EF10437