Live Well Collaborative Turns Green
During the winter quarter this year, a group of students embarked on a journey to understand how Boomers thought about the environment and products they buy.
We were able to uncover some key insights into the mind set of this generation through over 15 in-depth home interviews. Outside experts on the issues of sustainability and recycling were consulted and provided valuable guidance that was able to move 3 teams of students down unique paths to great solutions. Thanks to all of our members who contributed for a great quarter. Some highlights from the quarter are pulled out below. For more detailed reports please visit the wiki.
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These are the themes identified by the XGL+ team as commonalities among the 50+ consumers interviewed
Not My Problem – Believes it is the company’s responsibility to be good to the environment.
Health and Physical Limitations – Age is starting to be felt by this consumer. Smaller bottles are refilled because they are easy to handle.
Focus on Family – Practices “green” lifestyle for her grandchildren – wants to make the world a better place.
Brand Loyalty – Highly dedicated to and trusting of preferred brands. The brand name was able to dispel any skepticism of the performance of a “green” product.
Economics – Recycles and reuses as a means to save money. Buys in bulk to reduce costs. Makes “sustainable” decisions as a means to be more efficient not to reduce the impact on the environment.
Misinformed – Not aware of the details of leading a “sustainable” lifestyle. Aggregates information second hand and has beliefs that are not true (ie. Believes that recycling costs extra in Cincinnati, that green products are inferior in performance, etc.)
Convenience – Being “green” should be just as convenient as all of the other decisions made during the day. This consumer produces large amounts of waste, almost always buys new, and enjoys grab-and-go products.
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