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Shaping Tomorrow with Sustainable Insights

EcoFocus Research helps businesses understand U.S. consumers’ evolving attitudes and behaviors about sustainability.

Who We Are

Shaping tomorrow with sustainable insights

EcoFocus sustainability research

Since 2010 EcoFocus® has excelled in providing expertise in sustainability research, offering high-quality data, trend analysis, and strategic consulting to support your objectives. Our goal is to provide actionable insights that help you meet consumer expectations around sustainable products and practices.

Meet the Team Behind the Work

An expert team dedicated to translating sustainability insights into client-ready strategies, with the rigor and clarity to stand up in the boardroom.

Jerry Croft

Jerry Croft

Chief Executive Officer

Guides EcoFocus vision and agency partnerships, ensuring insights translate into meaningful campaigns and client growth.

Jerry Croft

Chief Executive Officer

Jerry Croft offers more than 20 years of media executive experience including having been a minority owner of Inside Sports Magazine, President of multiple divisions of Publications International, a large book and magazine publisher and Chief Strategy Officer at Metropolis Media. His tenure at Metropolis included pivoting Metropolis to focus on sustainability making Metropolis the clear leader in the field. Jerry's leadership in organizing eco-centric events highlights his commitment to a sustainable future. His acumen in research-driven strategy led to EcoFocus's acquisition, aiming to enhance sustainability practices with consumer insights.
Michael Croft

Michael Croft

VP, Business Development

Connects agencies with EcoFocus data, helping them win pitches and deliver strategies rooted in sustainability insights.

Michael Croft

VP, Business Development

Michael Croft was most recently a Business Development manager at SANDOW Media in New York City where he collaborated with advertising agencies and firms passionate about sustainability giving him deep insights into eco-friendly practices in architecture and design industries. Michael's college background includes the study of psychology giving him an understanding of consumer behavior that enriches EcoFocus' efforts in exploring sustainable choices.
Elinor Gaida

Elinor Gaida

VP, Research & Strategy

Leads study design and strategic frameworks, bridging rigorous data with actionable direction for brand teams and agencies.

Elinor Gaida

VP, Research & Strategy

Elinor Gaida brings 20 years of expertise in guiding companies through critical business and sustainability questions. Specializing in both qualitative and quantitative methodologies, she has provided actionable insights across various sectors including retail, telecommunications, and technology. Elinor's passion for the outdoors fuels her commitment to sustainability, driving her to explore eco-friendly consumer choices and brand solutions. At EcoFocus Research, she's dedicated to understanding consumer attitudes and aiding brands in their journey towards sustainability leadership.
Allison Duncan

Allison Duncan

Director, Research & Insights

Transforms data into narratives agencies can use directly in briefs, decks, and campaigns.

Allison Duncan

Director, Research & Insights

Allison Duncan's diverse background in media and marketing research, from Erdos & Morgan, Ipsos and Beta Research, provides her with years of experience working with large companies on major research projects in both consumer facing and B2B. Her experience on both client and vendor sides, coupled with comprehensive project management skills, makes her an asset in various sectors like CPG and Pharma. Outside of work, Allison enjoys baseball, cooking, reading, and quality time with her loved ones.
Craig Miller

Craig Miller

Director of Agency Partnerships

Brings agency and client-side media expertise grounded in purpose-driven consumer strategy.

Craig Miller

Director of Agency Partnerships

Craig Miller is an experienced media executive that understands the needs of both agency and client and the importance of creating messaging based on solid data. He was formerly the head of Western sales for MRI-Simmons and SRDS and by virtue of his years in the business knows how to navigate complex media industry shifts that have led him to understanding the importance of the Purpose Driven Consumer. Craig has successfully represented premier media brands such as Inc., Forbes, and Investor’s Business Daily and holds a degree from UCLA.
Jeff Bedard

Jeff Bedard

Senior Strategic Advisor / New Business Development

Helps business leaders unlock customer value and develop winning growth strategies rooted in sustainability insights.

Jeff Bedard

Senior Strategic Advisor / New Business Development

With decades of client-side executive leadership Jeff has led customer insights research, integrated advertising, and product/service development across companies including The Campbell’s Company, JPMorganChase and Compass RE. Currently, in addition to being the Senior Strategic Advisor for New Business at EcoFocus, Jeff also leads Bridgefield Advisory, a customer-first management consultancy supporting startups and growth-stage organizations. A Wharton MBA, mentor, and School Board President, Jeff is passionate about creating environments where people, purpose and insights drive meaningful performance.
Mike Wright

Mike Wright

Director, Business Intelligence & Design

Leads data access and dashboard delivery, connecting EcoFocus insights to Snowflake users.

Mike Wright

Director, Business Intelligence & Design

Mike Wright is a dynamic professional with a unique blend of technology and creative graphic design skills and is leading up the Snowflake team working to make EcoFocus data available to Snowflake users. A Web Development and Computer Engineering graduate, he has excelled in roles such as a Data Market Analyst at AMI Corp, where he showcased his analytical and strategic talents. Passionate about sustainable agriculture, particularly hydroponic farming, Mike's environmental advocacy complements his professional pursuits. An avid hiker, his adventurous spirit mirrors his dynamic approach to technology and creativity.
Alex Murrey

Alex Murrey

Head, Technology & AI

Leads technology and AI integration, ensuring agencies can leverage cutting-edge tools for faster, smarter research.

Alex Murrey

Head, Technology & AI

Alex Murrey is a seasoned technology leader with over seven years of experience in product management, strategic leadership, and research & development. Having worked with companies like Twilio, Launch Consulting, and TangoTeams, with expertise in areas such as AI leadership, cloud transformation, and user experience, Alex has successfully led teams to innovate and deliver customer-centric solutions and has been instrumental in advancing the use of AI at EcoFocus. Alex has a proven track record in driving product strategy, fostering cross-functional collaborations, and leading high-stakes projects in dynamic environments.
Russ Whitman

Russ Whitman

Advisory Team

AI and Growth Strategist

Brings AI, commercialization, and growth strategy expertise to help translate emerging technology into business opportunities.

Russ Whitman

Advisory Team

AI and Growth Strategist

Russ is a seasoned AI and growth strategist whose career has been defined by turning emerging technologies into scalable business opportunities. With more than 25 years of experience spanning digital product development, business, and marketing, he has helped grow AI, SaaS, and cloud-based companies from startups into multimillion-dollar enterprises. He has also taken on public speaking and hosting roles around AI, including at the World AI Cannes Festival. As a member of the EcoFocus Advisory Team, Russ adds an unusually powerful combination of strengths: deep technical fluency alongside real expertise in sales, product marketing, and commercialization. His presence reinforces the forward-looking direction of EcoFocus and reflects the company’s commitment to combining strong sustainability data with emerging technology, innovation, and growth strategy.
Paul Sammon

Paul Sammon

Advisory Team

Agency, Media Research & Marketing Advisor

Brings agency, media research, and marketing support experience to help EcoFocus serve ad, PR, marketing, and communications agencies.

Paul Sammon

Advisory Team

Agency, Media Research & Marketing Advisor

With a background that spans agencies, media research, and marketing support, Paul brings EcoFocus valuable perspective for serving ad, PR, marketing, and communications agencies. He began on the agency side at DDB Needham in media planning before going on to lead custom media research at MRI-Simmons, where he helped media brands use audience data across print, digital, newsletters, social, and events to build stronger sales and marketing narratives. At DJG Marketing, he also directed strategic marketing, research support, and ad sales development for hundreds of media brands. Paul was recently featured in Alliance for Audited Media’s “Media Mavens” blog series, “Paul Sammon on the Power of Innovative Data,” where he explored how trust and confidence shape today’s media marketplace. That focus on trusted, differentiated data is especially relevant to EcoFocus and its unique sustainability intelligence. In addition to advising EcoFocus, Paul is President of All In One Insights focusing on providing high quality full-service research, marketing and ad support for media brands across their full multi-platform footprint.
Jim Elliott

Jim Elliott

Advisory Team

Media Research & Revenue Strategy Advisor

Turns market data into revenue-driving strategies that help agencies target the purpose-driven generation with stronger narratives.

Jim Elliott

Advisory Team

Media Research & Revenue Strategy Advisor

Jim Elliott brings unparalleled expertise in translating market data into revenue-driving strategies. He understands that when advertisers target the purpose-driven generation, agencies must rely on robust research to build the vivid personas and compelling narratives required to win the pitch and sell products. Currently President of an advertising sales and consulting firm that has generated over $750 million for 600+ media brands, Jim’s career spans media planning at Ogilvy & Mather to executive leadership at CBS Magazines. Drawing on deep experience designing research, representing MRI-Simmons, and partnering with Kantar Media, Jim ensures EcoFocus delivers relevant insights that are commercially vital.

Turn Purpose-Driven Insight Into Campaigns That Perform

We are laser focused on delivering data driven information that leads to solutions. In order to do that we need to have a clear understanding of what your objectives are and define what success looks like to you.

We accomplish this with a no cost, no obligation Discovery Call. On the discovery call we will ask questions and listen to what your needs are. Following that, we will review the various options available to you from EcoFocus and align those with what you are looking for and what will be most valuable to you that works within your budget.

From that we will create a scope document with deliverables, timeline and cost for your review and approval.

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