The seminar – titled “World Going Green: What Do Homeowners Want in Environmentally Responsible Windows?” – will offer unique perspectives on the environmental movement as it relates to the window industry and consumer behavior. The seminar will provide valuable information to window marketers as they address the growing demand for green products and consider green marketing practices for their businesses.
“Truseal is pleased to be bringing green to the forefront at GlassBuild by sponsoring this seminar,” said Ric Jackson, Truseal’s director of marketing and business development. “There is an inherent business value in adopting best practices for marketing green products. More important, however, are the planetary benefits those green products can provide, such as energy efficiency to reduce heating and cooling costs. Through its participation in the Glassbuild seminar, Truseal is enhancing its commitment to educating the market about how to think – and act – green.”
The “World Going Green” seminar, which takes place from 10:45 a.m. to 1 p.m. on Tuesday, Oct. 7, features video clips from a pre-taped homeowner focus group, followed by a live, on-site panel discussion. Three panelists and a moderator will each offer their perspectives on the focus group and how consumer behaviors and preferences are driving increased attention to environmental factors relating to the window and door industry.
Among the key takeaways expected at the seminar are discussions on the following topics:
° Consumers are concerned as to what qualifies a product as green.
° To alleviate this confusion, marketers must clearly define terminology and provide tangible representations of how their products benefit the environment.
° Consumers choose green products for a wide range of reasons – from short-term economics to values-based purchasing.
° People still look for personal benefits first and planetary benefits second. Combining a personal value message with a planetary value message is a win-win.
° Industry assumes that energy efficiency equals “green,” but the connection between the two is not automatic for consumers.
° Consumers will respond to issues like: reducing heating and cooling bills, saving on carbon creation and saving natural resources.
° Consumers want to see actual numbers and have savings translated into something tangible.
The focus group video footage explores consumer perceptions regarding environmentally friendly products and energy efficiency as they pertain to residential window purchases. Seminar attendees will get an inside look at consumer perceptions of the “green movement,” how consumer behavior is altered by environmental factors when shopping, and how green values translate from preferences to actual buying decisions. The focus group session took place in Minneapolis, Minn., where home energy efficiency is top-of-mind for homeowners. Focus group participants either purchased replacement windows in the past 12 months or were considering purchasing and installing windows within the next six months.
Ira Blumenthal, president of CO-OPPORTUNITIES Inc. will moderate the seminar. Speakers include: Nathan Good, owner, Nathan Good Architect PC; Corinne Asturias, vice president and consumer strategist, Iconoculture; and Bill Shireman, CEO, Global Futures.
About Truseal Technologies, Inc.
Truseal Technologies, Inc., headquartered in Solon, Ohio, and part of the Quanex Building Products Corporation, is one of the world’s leading manufacturers and marketers of insulating glass products and systems. Truseal produces superior IG warm edge spacer systems with consistent after-sales service and a warranty program for qualified window fabricators. In addition, with a wide variety of equipment platforms, Truseal provides customers with value and efficiency in their window fabrication operations. Truseal’s trademarks include: Duraseal™ and Duralite™, both part of the company’s Dura Platform; Envirosealed Windows™, which feature Dura Platform spacers to insulate homes and reduce energy consumption; and Decoseal™, a spacer system designed for use in decorative windows with multiple air spaces.