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EcoFocus Study Identifies Opportunities for Companies to Target the New 21st Century Mom
Date:6/22/2010

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  • 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:

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    Source: PRWeb
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