IN HOME INTERVIEWS
Teams traveled to interview consumers to investigate how baby boomers treat and view recycling and sustainability within their own homes.

KEY LEARNINGS

LABELING

• Labels are often too small and hard to read
• Labels don’t stand out
• A brand’s overuse of eco-branding seems fake
• Graphics and logos should stay familiar and relatively consistent to assure the buyer that it is the same brand/product
• New packaging stands out, BUT packaging change is often perceived negatively
• 50+ consumers love “convenient” packaging

BRAND LOYALTY

This target market is very brand loyal and rarely switches brands

• Are more likely to use lists because they already know what they’re going to purchase
• Like brands that have a “seal of approval” (ex. Good Housekeeping seal)
• Want to see value
• Always want products that WORK!
• Do not like trade-offs
• Would be receptive to a green product if its under a cherished brand name

MONEY AND FINANCES

• They feel prices can’t be too high
• They don’t see the value in buying more expensive products
• They are most likely to be on a fixed or strict budget
• They believe money should be used wisely
• They don’t like waste
• They love the idea of conserving their resources

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