Moms Value Eco-Healthy Lifestyles More Than 'Saving the Planet'
October 2, 2012
– Dark Green Moms have long been a key target for green marketers. But new research from EcoFocus shows the larger sales opportunity is coming from a more mainstream parenting segment identified by EcoFocus1 and called EcoAware Moms. While fewer than one in five moms are Dark Green, the EcoAware Moms are a much larger - and growing - mainstream target, including 73% of American Moms, up significantly from 69% in 2010.
According to the consumer study by EcoFocus Worldwide called Are You Ready for EcoAware Moms, this important target represents a new parenting paradigm emerging as more American moms are regarding 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. EcoFocus has found that for EcoAware Moms, sustainability and eco-friendly choices are new dimensions of health and wellness for herself personally, and for her family.
So how does the new mainstream EcoAware Mom target compare to the niche Dark Green Mom target? Here are just three of the differences to consider as you think about product and communication opportunities:
1) EcoAware Moms want to consume responsibly; Dark Green Moms want to consume less. For example, it is already second nature for more than 5 in 10 EcoAware Mom and Dark Green Moms to:
• Turn off lights when not in room
• Turn off water when brushing teeth
• Wash laundry with cold water
• Use both sides of paper
• Sell or trade used clothing
• Set water heater at 120°F or less
• Use a timed thermostat
• Unplug appliances or electronics when not in use
But, EcoAware Moms are far less likely than Dark Green Moms to:
• Mend clothing rather than replace
• Buy in bulk
• Use cloth instead of paper napkins
• Craft with recycle materials
• Use reusable shopping bags
• Use reusable water bottle
• Run dishwasher without hot-dry cycle
2) The hurdles are more formidable for EcoAware Moms. From affordability to performance and more, Dark Green Moms are more willing than EcoAware Moms to hurdle the obstacles - and even take pride in making compromises for sustainable advantages. In 2012, the EcoFocus research finds:
• EcoAware Moms are significantly less willing than Dark Green Moms to pay a premium for eco-friendly advantages:
78% of Dark Green Moms say it is usually worth paying more for eco-friendly products, compared with just 57% of EcoAware Moms.
• EcoAware Moms are less likely to rate the performance of green products positively, compared to Dark Green Moms. For example, in the laundry room:
56% of EcoAware Moms say high efficiency appliances perform extremely well, versus 71% of Dark Green Moms.
39% of EcoAware Moms say plant based laundry products perform extremely well, versus 59% of Dark Green Moms.
3) EcoAware Moms value Eco-Healthy Lifestyles™ more than saving the planet, compared to Dark Green Moms. EcoAware Mom’s immediate interests are home and family focused, while Dark Green Moms interests are shaped more by issues such as global climate change and social responsibility.
For EcoAware Moms, a cleaner planet starts at home. EcoAware Moms are focused on the daily aspects of their households and lifestyles: reducing waste, avoiding chemicals and toxins, saving resources, and making responsible choices. For an EcoAware Mom, this is where she and her family can make a difference.
EcoAware Moms are already a commanding market opportunity. Much as the Mrs. Cleaver and Soccer Mom archetypes defined the good mom of the 20th century, the EcoAware Mom archetype will define the good mom of the 21st century.
For brands that want to build or enhance their equities with moms around nurturing her family, and teaching respect and responsibility, this is a powerful call to action. Marketers need to rethink mom and her role in helping her family to live well and be eco-friendly.
EcoFocus Worldwide has conducted an annual syndicated consumer trend survey of the U.S. population ages 18-65 years, with more than 11,500 shoppers since 2010. The study will be updated again in 2013. For information about subscribing, contact EcoFocus Worldwide at +1-727-906-3319. www.ecofocusworldwide.com