Our latest research shows that Americans are becoming more engaged when it comes to sustainability; at the same time, their skepticism around certain words and phrases is growing. This means that for brands to connect with their ideal audience, build trust and remain competitive, attention to language is critical. Find out what Americans think about sustainability, what different “green” words mean to them and how they interpret and respond to the jargon you may be...

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...

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...