Springs Window Fashions - Sustainability

Springs is the largest provider of residential window coverings in this country. Over the last few years, the Gen Bus 601 class has done a number of projects with them that have helped them think very systematically about greening their business. This semester they are looking for students for two projects. The appeal of working with Springs is that they are right at the point where they are struggling to figure out what sustainability or greening means to them. With the declining economy, has consumer sentiment (and more importantly) spending, shifted away from Green products, sped up/slowed down, or possibly shifted towards different elements of Green? It would also be interesting to understand if the recent drop in oil prices may also have an impact on both intentions and actions - is there measurable evidence in the market of any trend shifts here? Which products and why? The energy story for interior window treatments is pretty much a secret. On one extreme - you can get highly technical with solar heat gain, IR transmission, etc. On the other end, you can make blanket statements that window treatments "save energy" which don't seem to hold any water. We need ideas and help on how/where/what to say here and how deep to go. The team looked at existing window treatment marketing vehicles and developed ideas and options to integrate energy messaging and energy specific marketing items.