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November, 2010

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What Shade Of Green Are You?

What Shade Of Green Are You?

If you thought green was a trend primarily embraced by Gen X- and Y-ers, think again. Information gathered by Moen Incorporated, the Environmental Protection Agency's 2010 WaterSense® Manufacturer Partner of the Year, and Iconoculture, a leading cultural trend research firm, indicates that rather than age; key values and financial status are the defining characteristics in determining consumers' level of interest in green products.

"The research divided consumers into four primary groups, based on their level of eco-consciousness," said Jack Suvak, Moen's director of research. "Each group is very distinct -- in terms of both interest in green and their key values."

Which shade of green are you?

Dark Green
The most eco-conscious of the four groups, Dark Greens are motivated by a sense of responsibility to the planet. Dark Greens come from all age groups, and tend to be from mid- to upper-economic levels. They are driven by products that are eco-friendly but effective; and they will not use products that sacrifice performance just to be green.

Key values for this group were identified as a belief in the green movement, a strong sense of community and personal pride.

Medium Green
The next green group, Medium Greens, has a heightened consciousness of green issues. A large contingent in this set consists of young parents concerned about protecting the Earth for their children and grandchildren, as well as protecting their families from toxins and other chemicals. Another significant sub-group within Medium Greens is affluent individuals interested in going green. With regard to purchasing drivers for Medium Greens, they will assess the value against the price point, and are motivated by products that make it easy for them to go green.

Key values of Medium Greens include hope, convenience and prevention.

Light Green
"Green is the new cool" is the motto of the Light Green group, which primarily consists of twenty-something city dwellers, ├╝ber-urbans and the emerging middle class. Many within this group embrace the eco-friendly movement because it's trendy and desire the status associated with green's chic factor. However, this group tends to be somewhat cost sensitive, so pricing is a critical factor in determining whether they buy green products. They tend to look for products that are eco-chic in design.

Key values for this group include thrift, practicality, self-expression and status.

Non-Green
The last group encompasses those individuals who aren't necessarily interested in the green movement ... yet. Non-Greens are split between those that are newly affluent or income-challenged - so they tend to focus on green if it brings material gain and/or survival benefits. They will only buy green products if they carry the lowest cost.

Key values for the Non-Green group include stability, security, choice and entitlement.

Get More Green
Whatever stage of green you are currently in, you can easily take yourself to the next level with water-saving processes and products, like those offered by Moen. For example, the Envi™ Eco-Performance rainshower - Moen's first water-saving rainshower - uses up to 20 percent less water than the industry standard showerhead. Best of all, the rainshower still provides consumers with a superior shower experience with full-body, high-performance coverage, thanks to Moen's self-pressurizing Immersion™ technology.

"It isn't easy being green, but it's getting easier -- and that's a strong sell to consumers who want to continue to live on their own terms," added Suvak. "Consumers expect convenient, no-sacrifice products that make it easier to be green."

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