HomeTrend Forecast
Important Trends, Relevant news, Useful Tools and Interesting Facts
about the World of Housewares and Home Goods Marketing
From A.J. Riedel, Sr. Partner, Riedel Marketing Group

IMPORTANT TREND

The Environmental Movement is FINALLY Going Mainstream

Historically, environmental activism has been the purview of the “granola” or “tree hugging” population. But now, more than 35 years after the first Earth Day was celebrated, the environmental movement has been fully embraced by HomeTrend Influentials and shows every sign of being on the way to being fully embraced by the mainstream U.S. population.

77% of HomeTrend Influentials (HIPsters), who typically are two to five years ahead of the mainstream population on many important trends, say they are “extremely concerned” or “somewhat concerned” about the environment. 63% report that they are “extremely concerned” or “somewhat concerned” about global warming.

More than three quarters of HIPsters have embraced a number of behaviors aimed at protecting environmental quality. 97% of HIPsters voluntarily recycle and 87% are reducing energy use. 77% buy certain products because they are seen as being better for the environment. 41% of HIPsters contribute money to environmental, conservation, or wildlife preservation groups.

If HIPsters truly are the bellwether for the mainstream population, the vast majority of Americans will be embracing an ever wider variety of environmental initiatives over the next few years and within five years, a large minority of Americans will have gone “extremely green”.

RELEVANT NEWS

It is not just consumers that are embracing the green movement. Retailers, manufacturers, and home builders are going “green” to one extent or another. Home Depot is labeling more than 2,500 products with its “Eco Option” label to help shoppers more readily identify building products that are easier on the environment. Wal-Mart is introducing its “Global Innovation Projects” that will challenge Wal-Mart associates and suppliers to come up with ways to remove non-renewable energy from the products the company sells and will push suppliers to make products that rely less on carbon-based energy. Appliance manufacturer Bosch is promoting the energy-efficiency of its appliances and tying in with the rebate programs being offered by local utility companies. KB Homes has started a program called myEarth designed to educate home buyers on the eco-friendly products that are available at KB Home Studio.