Hot take · 33:03
// THE QUOTE
“it's a huge change like it's a complete sea change right”
— Matthew Brennan · Thermo-Cell Industries Ltd. (operating as Thermocell / Greenfiber Canada)
Strong claim with a number: 83% now choose the environmentally conscious product — a clean before/after on consumer demand.
Full episode at 33:03Cellulose Insulation in Atlantic Canada: Fire Performance, Retrofit Moisture Risk, and the Net-Zero Shift | Thermocell & Greenfiber ▸
THE LESSON THIS CLIP CARRIES
Marketing green building products changed fundamentally around 2020: what fell on deaf ears in 2015 now actively moves product, driven by consumer-demand surveys showing 83% preference for environmentally conscious options.
“a complete sea change right like we would I remember going into meetings even in 2015 and talking about this and people say they just don't care”
THE CHAPTER IT LIVES IN
Sanctuary Brand and Consumer Shift
31:10
Clips like this, every two weeks.
SOURCE: 33:03 of Cellulose Insulation in Atlantic Canada: Fire Performance, Retrofit Moisture Risk, and the Net-Zero Shift | Thermocell & Greenfiber