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Spotlight Reports

It’s Not Easy Being a Green Cleaner

iModerate

Oct 29, 2014

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The average American household spent $42 per month on cleaning supplies in 2013. What products are consumers purchasing with this money, and what factors do they consider when shopping for cleaning products? In particular, we were curious as to whether consumers were buying green cleaning products. Are the benefits of green cleaners clear enough to consumers to justify the extra cost? We reached out to over 100 consumers to get the not-so-dirty details.

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The insights I received from iModerate really brought our NPS program to life. While it was always highly-visible and important to key stakeholders it did not resonate as well with the majority of employees. The iModerate piece rounded out the NPS program and brought it to a place where it is now more valued, transparent and salient across the organization. Having the consumer’s voice and that context has helped us build business cases and impact operations in a way that has led to great success.

Adriana Smith, Manager, Brand Strategy, NRG Energy