EcoFocus Report Identifies Opportunities for Companies to Target $1.45 Trillion Market for EcoAware Moms

For Mainstream Moms, Sustainability is a new dimension of Health and Wellness that has far reaching implications for businesses
Sep 8, 2010 1:00 PM ET

(3BLMedi/theCSRfeed) St. Petersburg, FL - September 8, 2010 - EcoFocus Worldwide today announced sales of its new Consumer Trend Watch Report: “Are You Ready for EcoAware Mom?”  The report which is based on the EcoFocus 2010 US Trend Survey of 4,000+ Americans ages18-65 years, presents a powerful new archetype for 21st century Moms. According to the new Report, the EcoAware Moms market includes more than 51 million women, 69% of Moms, and has more than $1.45 trillion in buying power.  

“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,” observes Linda Gilbert, CEO of EcoFocus.   “Mainstream consumers are starting to wonder why toothpaste is in a tube inside a box, and why packaging for plant-based cleaning products often doesn’t align to the purity of the contents. They are unsure of whether local or organic is the better choice, or if recycled paperboard can be recycled again. They are looking for help from retailers, manufacturers, and service providers to find and make better choices to meet their personal eco- friendly lifestyle goals and aspirations.”   According to the EcoFocus report, EcoAware Moms are a reflection of a parenting paradigm shift. Today’s parents are coming 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.   “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,” explains Ms. Gilbert.   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, for them and their family, compared to other Moms. Eighty-eight percent agree or strongly agree with the statement compared to 62 percent of other Moms.   EcoAware Moms see the little changes they make 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.   The Top 5 Things EcoAware Moms are Using More Often: ·   Chemical-free cleaning products – 47% ·   Organic foods and beverages – 45% ·   Plant-based cleaning products – 40% ·   Water filter – 38% ·   Resealable plastic bags – 38%   The Top 5 Things EcoAware Moms are Using Less Often or Don’t Use: ·   Plastic wrap – 50% ·   Disposable cups or plates – 49% ·   Bottled water – 40% ·   Single serve beverages in plastic bottles – 46% ·   Chemical pest controls – 45%   “EcoAware Moms are ready for changes and they are looking for brands to provide them with solutions that are convenient, affordable, and practical for their lifestyles.   “This is low hanging fruit that is ripe for harvest by marketers. These consumer driven opportunities are often surprisingly simple, immediately actionable, and profitable for companies to execute, says Linda Gilbert.   For more information or to purchase a copy of the report “Are You Ready for EcoAware Mom?”, please contact Sean Lucey at 727-743-2352, To schedule an interview with Ms. Gilbert or EcoFocus Consumer Research and Insights Leader, Lisa 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.   EF8747