"If we can broaden our outreach to both our consumers and
the public at large, then our data suggests they will take some simple steps
that will have a significant impact on the environment. Survey respondents indicated that:

-- An enormous 68% of Americans are interested in shifting to a "work
from home" lifestyle over the next five years, which could significantly
impact the homebuilding and remodeling industry. Visit the site and enter to win a key which may
unlock the door to the new half-million dollar home, a trip to Atlanta for
the grand finale event, a $500 gift card from The Home Depot and a year's
supply of Behr paint.

gardeners landscaped

Flexibility is perhaps the most revolutionary forward-looking trend
identified. The kitchen will have an "open
design" so that families can not only cook together but spend quality time
together while preparing meals.bhg.----After years of
decorating and redecorating the interiors of their homes, American
consumers are turning their energy outside to spruce up the exterior
living areas of their homes.

tailored busy

homeowners with a
yard or garden. In the U. Outside,
they're looking to add living space to their yard or garden. Garden center managers
were surveyed about how they perceive the emerging opportunities in
the outdoor living marketplace and how they are transforming their
businesses to take advantage of the opportunities.

desired generated

Unity
Marketing publishes market research and consumer insight studies on
the luxury market, jewelry, garden, pet accessories, home furnishings,
gifts and collectibles, greeting card and stationery, tabletop, art
and wall decor markets, as well as the Luxury Business newsletter .

installed landscaped

Kitchen-centricity tops the list of important trends and will be the heart
of the Better Home Better Living house.com/win where consumers enter
to win every month for their chance to win a variety of monthly prizes
including the Grand Prize. She is the author
of Let Them Eat Cake: Marketing Luxury to the Masses--as well as the
Classes, (Dearborn Trade Publishing, $27, hardcover ) and the recent
book, Why People Buy Things They Don't Need: Understanding and
Predicting Consumer Behavior (Chicago: Dearborn Trade Publishing,
2004).

novice homeowner

The Company's brands are the most recognized in the
industry. According to the survey:

-- The average home improvement project costs the homeowner $12,427.
-- 57% of Americans "pay as they go" when asked how they finance a home
improvement project.
-- When asked which room most needed updating, more respondents answered
"kitchen" than any other single room in the house, indicating it is the
room that gets the most use -- it's certainly the one room that everyone in
the household depends upon equally .bhg. A majority of outdoor living consumers agree
with the statement, "My home's outdoor living space gives me a sense
of pride and accomplishment," according the a new consumer insights
study of the outdoor living market conducted by Unity Marketing.
Advising such clients as Lenox, Cartier, Herend, Crystal Cruises,
Spring Air, Sears, The World Gold Council, The Conference Board and
American Express, Danziger taps consumer psychology to help clients
navigate and master the changing luxury marketplace.

).

landscaped landscape

Research conducted by ScottsMiracle-Gro revealed that homeowners really do
care about the issue of lawn care and the environment, but their behavior
proves a need for more education .com) throughout 2005." "People are hungry for ideas that fit their budget and they want
their home to work through all the changes their families go through.
Inside, they're concentrating on kitchen improvements that can
substantially increase their families' everyday satisfaction.
-- 60% agreed that working with a homebuilder or contractor is a smart
investment. It's reflected in the new
do-it-yourself trend, where consumers undertake DIY not to save money
but to express their creativity and skill.
The outdoor living market, including outdoor living products and
services, reached $62.
"Barbecue grills, bird feeders, porch and patio decorative
accents, such as flags, signs , and statuary, and outdoor furniture are
top on people's shopping list when it comes to outdoor living
products," Danziger says.

landscape sunlight

"
"As a leader in our industry, ScottsMiracle-Gro believes it is our duty to
help educate homeowners," said Rich Martinez, Chief Environmental Officer of
ScottsMiracle -Gro. In our Better
Home Better Living House, we're combining these consumer needs in a
completely integrated design that brings innovation to a whole new doable
and affordable level. The Better Home Better Living House will be
affordable (under $120 per square foot) and will be scaled in size (less
than 3,000 square feet) for most suburban lots.
Today's home is a hub for connecting with consumers looking
outside to reconnect with their neighbors and local communities.

landscaping novice

The research
results found that only three out of 12 environmentally friendly lawn and
landscape practices were used by more than half of all U.
"Almost everything you buy comes with an owner's manual," said Bruce
Butterfield, Research Director of the National Gardening Association. "But
when you buy your home , you don't get an owner's manual for your yard.
Nearly 60,000 Americans responded to the magazine 's Better Home Better
Living contest and survey, registering their current home improvement
projects and future home-building aspirations. The Better Home Better Living House will
incorporate a flexible design which allows for significant change/expansion
to the home in the future.

Outdoor Living Products, such as barbecue grills, lights,
fireplaces, furniture, outdoor decorative accents , ponds,
pools, etc -- Overall purchase incidence, what products they
buy, how much they spend, where the shop, why they buy and
brand awareness and preferences.

tailored consider

However , only 25 percent of respondents said they proactively
take personal action to ensure a safer environment . Based on these findings,
"Better Homes and Gardens" will design and build the Better Home Better
Living House, which will be featured in the magazine and on its website
(www. Home is no longer a place to
retreat, retire, and nest. In the new connecting lifestage, home
becomes a hub for connecting with the outside world. Gardening and landscape
design are an important means of creative expression for the outdoor
living enthusiast.

About the insights contained in the Outdoor Living Market, 2005

The consumer insights study, Outdoor Living Market, 2005:
Understanding and Predicting Consumers' Passion for the Outdoor Living
Lifestyle, provides details of a survey among 1,000 home owners with
incomes of $25,000 and above.

busy landscape

In Europe, Scotts' brands
include Weedol (R), Pathclear(R), Evergreen(R), Levington(R), Miracle-Gro(R),
KB(R), Fertiligene(R) and Substral (R). Outside areas are becoming extensions of the
American home's indoor living spaces, with patios , barbeque centers, decks
and other areas essentially serving as "additional rooms.
-- The home will incorporate innovative Structurally Insulated Panels
(SIPs), which allow for more efficient building and less waste.

preferences generated

For more information, contact:
Garden Writers Hotline
312-240-2876

-- People currently only stay in a home for 3-5 years due to expanding
family, demonstrating a need for homes that can grow with families.
-- 92% said that "looking great from the curb" is an important quality in
their selection of a home. This shift reflects a new outdoor living
lifestyle that extends family life beyond the protective cocoon of the
home 's walls.
"The cocooning lifestage is over.

escapes preferences

com .
"Better Homes and Gardens," the country's
leading home and family magazine reaching 38 million people monthly,
identifies the top characteristics Americans want in their homes today.bhg.com/win.
She has appeared on CNN's In the Money, NBC's Today Show, CNBC,
CNN International, CNNfn, CBS News Sunday Morning, Fox News' Your
World with Neil Cavuto , NPR's Marketplace and is frequently called
upon by the Wall Street Journal, New York Times, American
Demographics, Women's Wear Daily, Forbes, USA Today, Associated Press,
Los Angeles Times, Chicago Tribune for commentary and insight.

For media, Unity Marketing can make tables, charts and graphs
available to the media upon request.

landscape sunlight

Surveys Show Need for Increased Homeowner Education About How Lawn + Garden Activities Impact the Environment

"Affordability and flexibility top America 's wish list when it comes to
their homes," says Karol DeWulf Nickell, Editor in Chief, "Better Homes and
Gardens.
"Home is also a place to entertain and be entertained where the
outdoor living spaces of the home play an expanded role," says Pam
Danziger, president of Unity Marketing and author of Let Them Eat
Cake: Marketing Luxury to the Masses -- as well as the Classes, in a
speech today before the American Nursery and Landscaping Association's
2005 Management Clinic in Louisville, KY .

A landscape design provides a plan (or map) showing where plants should be installed to achieve a desired appearance.

wealth installed

This data and more was released during a special media Web conference held
last Thursday to discuss consumer attitudes and behaviors regarding lawns,
gardens and the environment , and to present the latest research and tips on
environmental stewardship practices.scotts. The home will incorporate the five key trends identified
by respondents as those which are paramount to the design and construction
of their "ideal home," -- affordability, flexibility, indoor/outdoor
livability, innovation, and kitchen-centricity -- trends which will shape
the future of American homebuilding.

Innovative construction and materials will be incorporated into the Better
Home Better Living house which will use technologies to save the consumer
money over the life of the home .
To reserve a copy of the Outdoor Living Market, 2005 at the
discounted pre-publication price , visit www.

landscaping tailored

The panelists expressed their personal commitments and strong desire to
help educate the public about taking some simple steps to improve the
environment while also maintaining a healthy lawn and beautiful garden. We
believe journalists and educators can join us and play an important role in
communicating how some very simple measures can impact the environment in a
positive way .

PRESS RELEASE Big Changes Needed in American Home Design According to 'Better Homes and Gardens'(R ) Survey

consider homeowner

Research by the National Gardening Association very closely mirrored
findings of the research recently completed by ScottsMiracle-Gro., the Company's Scotts(R), Miracle- Gro(R) and Ortho(R)
brands are market-leading in their categories, as is the consumer Roundup(R)
brand, which is marketed in North America and most of Europe exclusively by
Scotts and owned by Monsanto." Survey
respondents said:

-- Building a major garden or landscaping project is the second most
popular home improvement choice among respondents asked what they would do
with $20,000.

The Better Home Better Living House: Win America's Home sweepstakes is
currently in progress.

' She is president of Unity Marketing, a
marketing consulting firm she founded in 1992.

The selection of plants should consider the purpose of the garden, the preferences of the homeowner, the environment (climate zone) and the nature of the garden area (sunlight, type of soil, etc.

desired busy

Seventy-three percent of homeowners agreed
their individual behavior can make a difference in maintaining a healthy
environment .S."

A few key environmental stewardship practice tips from the expert
panelists:
-- Use the right cultural practices and plant varieties to ensure natural
plant vigor
-- Apply fertilizer and water at recommended rates
-- Sweep up grass clippings to return nutrients to the soil
-- Sweep fertilizer off pavement to keep out of water sources
-- Choose the right products for the job and spot treat problem areas with
a ready-made product that you don't have to mix yourself

About ScottsMiracle-Gro
With more than $2 billion in worldwide sales and more than 6,000
associates, The Scotts Miracle-Gro Company, through its wholly-owned
subsidiary , The Scotts Company LLC, is the world's largest marketer of branded
consumer products for lawn and garden care, with products for professional
horticulture as well.
-- The # 1 reason that Americans give for remaining in an existing home
is "watching something grow that I have planted," such as a tree or garden. Home is a place
of activity, reaching out and doing things.1 billion in
2003 . "While the retail sales of plant materials accounted for $19. Danziger is a nationally recognized expert specializing
in consumer insights for luxury marketers, whether they sell luxury to
the masses or the 'classes.

tailored consider

The Company also owns Smith + Hawken, a leading
brand of garden-inspired products that includes pottery, watering equipment,
gardening tools, outdoor furniture and live goods."

Inspired by the first-hand, proprietary insights of the nearly 60,000
consumers who responded to the magazine's home improvement contest and
survey, "Better Homes and Gardens" editors, working with a select panel of
leading home design experts, will literally "build" on readers' suggestions
-- designing and constructing the Better Home Better Living House on a site
at Vickery, a "new kind of neighborhood" located in Cumming, Georgia, just
north of Atlanta.

Where Is the Next Big Opportunity in the Home Furnishings Market?; Look Outside to the Patio Porch and Yard According to Unity Marketing

The report reveals purchase behavior in
four major categories:

Plant Materials -- Overall purchase incidence, what products
they buy, how much they spend, where the shop, why they buy
and brand awareness and preferences.unitymarketingonline.

landscaped landscape

The event was led by industry experts
from the Garden Writers Association, the National Gardening Association, The
New York Botanical Garden, and The Scotts Miracle-Gro Company. A house that incorporates a flexible design readily adapts to
changes in family dynamics.
-- 88% of survey respondents said that "a neighborhood that's walkable"
is important to them -- more so, in fact, than spacious rooms or acreage.

-- 60% said they like and use technology in their homes -- including
advanced home entertainment equipment, hi-speed computer access, home
computer network, security system and smart appliances .

-- The kitchen was the #1 room respondents added onto, remodeled or
redecorated.
People gain great personal satisfaction from having nicely appointed
outdoor living areas.com

About Pam Danziger and Unity Marketing

Pamela N.

childers topiary

For additional information, visit us at
http:/ /www.
-- DIY (do-it-yourself) is the most popular type of home improvement
project with 86 % of respondents working on their projects alone.
-- 69% completed a major remodeling project within the past five years,
and 42% plan to do so in the next five years, indicating that Americans are
constantly changing their homes.

6
billion or 31 percent of the total market in 2004, the real growth
categories in the coming years will be the tools, equipment, supplies
and accessories that enhance the outdoor living lifestyle.

In addition to consumers' purchase behavior , their attitudes and
motivations in outdoor living purchases are also explored, including a
psychographic analysis of four distinct personalities that participate
in the outdoor living market: Lounging Lisa , Happy Gardener Helen,
Therapeutic Thelma, and Sylvia the Garden Slave.

signature landscape

com/win.

landscaping homeowner

MARYSVILLE, Ohio , Recent research revealed
93 percent of Americans would be willing to change their lawn and garden
activities if it would make a difference in the environment.

Affordability is especially important due to a major rise in housing costs
over the past 10 years.

Indoor/Outdoor Livability will play a more significant role in homes of the
future than ever before.

About The Better Home Better Living Program

The Better Home Better Living Program includes: a six-part editorial series
starting with the February 2005 issue; in-store "how-to" clinics starting
in February 2005 at The Home Depot's 1,700 retail stores nationwide; an
original 10-part television series currently entitled "Building America's
Home" filmed on location and premiering on the Discovery Home Channel in
Fall 2005; a dedicated mini-site at www.

Business Editors/Consumer Products Writers/Marketing Writers

STEVENS, Pa.

Added-Value Special Report: Garden Retailers' Survey Results

A retailers' perspective on the outdoor living consumer
marketplace is provided through the results of a research survey among
100 of the nation's leading garden centers.

generated landscape

S.bhg. The house and its contents , a $500,000
value, will be given away in a nationwide sweepstakes through the
magazine's website , www. Details are available in the magazine and online at
www.

Garden Tools, Equipment, Supplies -- Overall purchase
incidence, what products they buy, how much they spend, where
the shop, why they buy and brand awareness and preferences.

Outdoor Living Services -- Overall purchase incidence, what
services they buy, how much they spend and why they buy.

landesign signature

5 billion in 2004, rising from $60. This retailer
insight provides key strategic information for outdoor living
marketers who primarily sell their goods to the consumer through the
garden center channel.

topiary gardeners

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- - kjjkjk

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