SOURCE: Moen Incorporated

Moen Incorporated

November 15, 2011 09:38 ET

Moen® Daily Insights -- A Weeklong Series of Research Into the Lives of Today's Homeowners

NORTH OLMSTED, OH--(Marketwire - Nov 15, 2011) - Think that green is a dead trend and that the recession has deterred homeowners from green practices? Think again. Information gathered from the Home Improvement Research Institute and analyzed by Jack Suvak, Moen Incorporated's senior director, research and insights, indicates that today, key values and financial gain are the defining characteristics in determining consumers' levels of interest in green products.

These findings have led Suvak to the phrase, "Green is Dead, Long Live Green."

Green is Dead, Long Live Green
Today's consumers want green that is convenient, cost-effective and that doesn't sacrifice performance. The notion that the recession has stalled the green movement is not quite an accurate assessment. What has surfaced is a new pragmatism about the environment that embraces restraint, simplicity and cost-savings. As a result, consumers are re-evaluating what green really means.

"Today's green consumers are extremely savvy. They're not a niche group, looking to personally save the environment... instead, they're smarter about what they buy and are looking for a direct return on investment through energy and utility savings... the green bottom line," added Suvak. "They are taking very practical steps to buying and to managing their environmental commitment."

How does a "Green is Dead, Long Live Green" consumer feel about home improvement?

  • Waste Naught: Today's consumer expects a lot more from what they buy, and they want it to last. Savvy green consumers know the long-term cost of buying less expensive, lower quality products that will need repair or replacement more often -- which leads to increased waste.
  • My Personal Biosphere: Consumers want it "all about me" -- even when it comes to green. They want it first to be "good for me," then "good for my family," and finally "good for the planet."
  • Deconstruct to Reconstruct: Rather than looking to start a home improvement project from scratch; they're thinking about how to start a new project which incorporates materials and furniture they may already have on-hand. Since materials are already part of the home environment, homeowners are working a little old in with new.

Many consumers have already taken meaningful steps to reduce their energy and water consumption, and plan on taking more in the future: based on research conducted by the Home Improvement Research Institute, 69 percent have put in high-efficiency lighting, 52 percent have purchased high-efficiency appliances, and 47 percent have installed low-flow or water-efficient equipment (i.e. showerheads and faucets).

"Consumers may be thinking more about the 'green' in their wallets than being green," noted Suvak. "However, they will continue to embrace products that meet both their individual and environmental needs."

For more information about Moen, visit

About Moen
As the #1 faucet brand in North America, Moen offers a diverse selection of thoughtfully designed kitchen and bath faucets, showerheads, accessories, bath safety products and kitchen sinks for residential and commercial applications -- each delivering the best possible combination of meaningful innovation, useful features and lasting value.

Moen has worked diligently to support, promote and advance sustainability within the organization and the plumbing industry. The company has been recognized with the 2011 EPA WaterSense® Excellence Award, as well as the 2010 EPA WaterSense Manufacturer Partner of the Year Award, for its work to protect the future of our nation's water supply through the introduction and ongoing support of water-efficient products, programs and practices, while keeping consumers' needs top-of-mind.

Moen is part of Fortune Brands Home & Security, Inc. (NYSE: FBHS), which creates products and services that help fulfill the dreams of homeowners and help people feel more secure. The company is a leader in the home and security industries and features well-known and trusted brands like Moen® faucets, Master Lock®, MasterBrand Cabinets, Therma-Tru® entryway systems and Simonton Windows®. For more information, please visit

Source: Home Improvement Research Institute, 2011 Consumer Trends Study. Conducted by The Futures Company.

WaterSense® is a registered trademark of U.S. Environmental Protection Agency (EPA)

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