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What Is Home?
Across the U.S., we’ve historically prioritized comfort in our homes. But the pandemic has changed what comfort means to us. It’s even affected how we think about safety and security! (Hint: it’s not primarily about security systems.) Businesses in the residential building sector that don’t understand these changes risk losing touch with their key audiences. Our latest free report explores the new intersection of comfort, safety and health at home — and the implications for...
Old Dogs, New Tricks
Do you think recycling is the best thing you can do for the environment? Probably not. But the majority of people we poll do think that — because that's the message companies have pushed for decades. It's rewarding for sustainability communicators to know messaging works. But in this case, it's a problem for consumer goods makers. The promise made via messaging is, "Don't feel bad about all the stuff you buy — just recycle it!" People...
Shoptivism: Why Consumers (& Job Seekers) Opt In & Out of Today’s Brands
Sustainability is now mainstream and it’s affecting purchase behavior. Every year we ask Americans if they’ve ever intentionally purchased or not purchased a product or service based on the social or environmental record of the manufacturer. We then ask everyone who says “yes” to name the brand. Those who say “yes” and can give an example of a brand unaided? We call them shoptivists. But who are these “shoptivists?” Our latest report answers this question...