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‘EcoAware’ Moms Have Buying Power Worth $1.45 Trillion

The “EcoAware Moms” market, which includes more than 51 million women, 69 percent of moms, has more than $1.45 trillion in buying power, according to a new report from EcoFocus Worldwide.

The report, “Are You Ready for EcoAware Mom?,” indicates that parents are starting 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. These mothers are reducing waste, avoiding chemicals and toxins, saving resources and making responsible choices, according to the report.

“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,” said Linda Gilbert, CEO of EcoFocus.

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 compared to other mothers. Eighty-eight percent agree or strongly agree with the statement compared to 62 percent of other moms.

The report finds that EcoAware Moms believe that the little changes they make are 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.

According to the report, here are the top five things EcoAware Moms are using more often:

–Chemical-free cleaning products: 47 percent

–Organic foods and beverages: 45 percent

–Plant-based cleaning products: 40 percent

–Water filter: 38 percent

–Resealable plastic bags: 38 percent

Here are the top five things they are using less often or don’t use:

–Plastic wrap: 50 percent

–Disposable cups or plates: 49 percent

–Bottled water: 40 percent

–Single serve beverages in plastic bottles: 46 percent

–Chemical pest controls: 45 percent

The report is based on the EcoFocus 2010 US Trend Survey of 4,000+ Americans between the ages of 18-65 years.

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2 thoughts on “‘EcoAware’ Moms Have Buying Power Worth $1.45 Trillion

  1. We need to be more aware of our environment and the effects for the future generations. EcoAware Moms in Europe are really making a stand. A lot of adults especially those between the ages of 23 – 60 are thinking green. A lot of ecommerce sites are showing up especially those focused on organic children’s clothes. Most of the larger clothes stores in Europe (Sweden, Denmark, Germany and France) are making changes in what type of stock they are manufacturing. There is a larger demand of organic products but we still have a long way to go.

  2. One of the small things people can do is choose natural cork in their wine. Unlike plastic stoppers or screw caps, cork is a truly renewable, sustainable and recyclable closure. Cork trees are never cut down to create cork; it comes from the bark, which is gently harvested every 9 to 10 years in a process that promotes the health of the tree. Demand for cork actually helps protect the vast cork oak forests of the Mediterranean, which absorb millions of tons of greenhouse gases every year and provide habitat for a variety of bird and mammal species. Please visit us at http://www.facebook.com/100PercentCork to learn more about how a small choice can make a big difference.

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