“EcoAware Dads are a new and growing target market opportunity that includes 25% of all men and 65% of all Dads,” stated Linda Gilbert, CEO of EcoFocus. “He is a more engaged parent than the dad of yesteryear and more participatory in household activities.  For example, EcoAware Dads are becoming more involved in less traditional shopping roles: 84% of EcoAware Dads buy groceries; 70% buy household cleaning products; and 65% buy paper and office products on a regular basis, for their households. This change in role provides unprecedented opportunities for businesses offering sustainable solutions for everyday living.”

 

According to the EcoFocus report, while economic benefits are a primary driver for EcoAware Dads, they also are recognizing a connection between sustainability choices and personal health. EcoAware Dads believe that a cleaner environment contributes to his family’s well-being, and that cleaner air and water today will mean a healthier tomorrow. Already, four out of five EcoAware Dads agree that better personal health is a big benefit of an eco-friendly lifestyle. Longer term, they believe a cleaner environment will mean less cancer and disease in the future.   

 

“EcoAware Dads want solutions to improve their home’s health and efficiency,” observed Lisa Harrison, Research and Insights Leader for EcoFocus. “Notably for CPG’s, 60% of EA Dads feel it is important to change brands in order to make a more eco-friendly choices. The EcoAware Dads are willing to pay more (57%) for some environmentally friendly products because they expect the higher upfront costs will generate savings in the long term.”

 

 

 

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