So-called "EcoAware Moms" represent 51 million U.S. women and $1.45 trillion in buying power, according to a new survey report.
The EcoFocus 2010 US Trend Survey found that this new archetype for 21st century women constitutes 69% of all mothers.
“EcoAware Moms are a receptive target market for sustainability. They are rethinking their decisions and often making new choices, creating unprecedented opportunities for businesses offering sustainable solutions for everyday living,” observes Linda Gilbert, CEO of EcoFocus.
According to the report, EcoAware Moms are a reflection of a parenting paradigm shift. Today’s parents are coming to regard eco-friendly choices as opportunities to improve their own quality of life, to set good examples and teach important behaviors to their children, and to leave a legacy for future generations.
The report also shows that EcoAware Moms are far more likely to believe they have a great deal of control over how healthy their home is, for them and their family, compared to other Moms. 88% agree or strongly agree with the statement compared to 62% of other Moms.
EcoAware Moms see the little changes they make adding up to big improvements for the environment. And most are changing the way they do some things to make choices that are better for the environment.
The Top 5 Things EcoAware Moms are Using More Often:
- Chemical-free cleaning products – 47%
- Organic foods and beverages – 45%
- Plant-based cleaning products – 40%
- Water filter – 38%
- Resealable plastic bags – 38%
The Top 5 Things EcoAware Moms are Using Less Often or Don’t Use:
- Plastic wrap – 50%
- Disposable cups or plates – 49%
- Bottled water – 40%
- Single serve beverages in plastic bottles – 46%
- Chemical pest controls – 45%
“Mainstream consumers are starting to wonder why toothpaste is in a tube
inside a box, and why packaging for plant-based cleaning products often
doesn’t align to the purity of the contents. They are unsure of whether
local or organic is the better choice, or if recycled paperboard can be
recycled again. They are looking for help from retailers,
manufacturers, and service providers to find and make better choices to
meet their personal eco- friendly lifestyle goals and aspirations,”
Gilbert added
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