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.