EcoFocus Study Identifies Opportunities for Companies to Target the New 21st Century Mom

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The newly released EcoFocus Worldwide Report entitled "Are You Ready for Eco-Mom?" shows several new trends when marketing brands towards the 21st century mom including how being eco-friendly offers high level emotional benefits for moms. The report also identifies and defines next generation products and communications for EcoMoms.

EcoMoms see being green as part of teaching their kids responsibility and respect for others: their kids become more responsible citizens, and they consume more responsibly,” observes Lisa Harrison, Research Leader for EcoFocus Worldwide.

EcoFocus Worldwide has released a new report identifying a powerful new trend emerging, as parents are feeling that being eco-friendly is part of setting a good example for their children as well as leaving a legacy behind. According to the EcoFocus report, "Are You Ready for EcoMom?", nearly 2 in 3 American parents agree that “when my kids are grown, I want them to remember me as teaching them to be environmentally responsible”. A similar number agree it’s important "for my children to understand the impact they have on the environment based on the choices they make".

“Brands with or who want to build equity with moms around nurturing and responsibility themes have a powerful platform here,” recommends Linda Gilbert, CEO of EcoFocus. “It’s a new archetype that will define next generation products and communications,” says Gilbert.

The report shows that EcoMoms are more involved than others in example setting behavior, such as water conservation (turning off the water when brushing teeth or other activity) and energy savings (turning off lights when leaving a room). Already, 35% of EcoMoms are sending their children to school with waste-free lunches and snacks. Upon embarking on more eco-friendly behaviors, moms are finding unexpected health and quality of life benefits:

  • 2 in 5 are becoming more physically active as a result of a greener lifestyle, and
  • 3 in 5 expect that a cleaner environment will mean less cancer and disease in the future.

Most also agree that they are spending more time together as a family, with nearly 70% of parents agreeing that being eco-friendly provides them with teachable moments with their kids.

Just as the 50’s ritual of Mom having dinner at 5 and sitting down together was a pivotal family experience, green activities are becoming part of the role of being the good Mom in the 21st century. Shared familial experiences are moving to eco-friendly activities, such as recycling and preparing water bottles for the family’s use the next day. For these Eco-moms, cleaning up your room isn’t just about making your bed; it’s about recycling cans and repurposing old clothes.

“EcoMoms see being green as part of teaching their kids responsibility and respect for others: their kids become more responsible citizens, and they consume more responsibly,” observes Lisa Harrison, Research Leader for EcoFocus. “Some moms even feel guilty that their teens grew up with a disposable lifestyle, and they don’t want to make the same mistake with their younger children.”

But, parents are in need of help. While they have many sources of information (from the web to family and friends) there is often conflicting information. Over 40% of all Moms agree that it is hard to figure out what choices to make in order to have a more eco-friendly lifestyle.

To win them over, consumer goods and service providers need to keep the following in mind:

  • Keep it simple-- make it clear what the green feature is and state it upfront on packaging
  • Keep it positive-- consumers do not want to be "frightened" or 'bullied" into making green choices
  • Keep it consistent-- many have observed a disconnect with organic or eco-friendly products coming in non-recyclable or unfriendly packaging.

And, rest assured, they will make the change! Already, 90% of Moms in the EcoFocus survey at least sometimes consider environmental reasons when choosing the products they buy. And nearly half will change brands to make a more eco-friendly choice.

For more information about the new EcoFocus report "Are You Ready for Eco-Mom?" or to schedule an interview with Ms. Gilbert or Ms. Harrison regarding the research findings, please contact Fran Lowe at 510-735-9871 (PST) or Sheryl Zapcic at 717-875-4545 (EST).

About EcoFocus Worldwide
EcoFocus Worldwide conducts consumer trend research and provides marketing consulting specializing in consumer perspectives on green and sustainable goods and services as well as insights into the health and wellness marketplace. Clients include businesses with products and services that touch consumers in their homes and daily lives: foods and beverages; personal care and cosmetics; household cleaning and home improvements; gardening and pest control; school and home office supplies; transportation; restaurants; packaging and recycling, and other consumer and B2B goods and services. http://www.ecofocusworldwide.com.

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FRAN LOWE

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