Whenever there’s a significant change in societal needs and wants, companies must change their products and services to best meet those changes. That, of course, is Marketing 101. The US is currently in the midst of such change—brought on by a combination of an historic economic downturn, emerging consumer interest in sustainability, and the growing power of social media.
Whether for reasons of cost savings or family health or both, more and more women who are moms are identifying themselves as green. And their numbers and influence are growing. Marketers need to understand and respond to this trend.
The influence these women wield in the emerging environmental movement is powerful. The well-being of their children and safety of their homes are crucial to the buying decision. Thanks in large part to the Internet; those “Green Moms” are very educated about what may be harmful to their families and to the environment. And once they have that knowledge, they are driven to share what they learn with the large, likeminded communities they share.
Recent research shows that Green Moms is an expansive term that encompasses women with widely varying degrees of consumption, commitment to sustainability, knowledge of the issues, and motivation to be green. In effect, there are several primary categories of Green Moms. The profiles are:
1. Super Green Moms. The most radical in their views and furthest from the mainstream in their lifestyle choices as a result of their commitment to the environment, Super Green Moms incorporate their eco-convictions thoroughly into every aspect of their and their families’ lives. Hallmarks of this group include natural childbirth, breastfeeding, and cloth diapering; to name a few. Their approach to food emphasizes homemade, organic meals. They constantly examine how they live, the choices they make, and the products they use.
2. Moderate Green Moms. The Moderate Green Moms have a more reflective, somewhat compromising attitude, toward green products. They represent a broad group who is very concerned about the environment but also concerned with balancing the realities of career, family, home, and their desire to live a more sustainable life.
3. Mainstream Green Moms. This group aligns philosophically, if not always literally, with the concept of green consumerism. Mainstream Green Moms still shop at big-box stores but are always on the lookout for greener versions of the products they already purchase. They focus on making “smarter choices” and are interested in making “small steps” in a greener direction.
4. Frugal Green Moms. This group often has a consumer trends and lives by the mantra of “living within one’s means”. Even so, Frugal Green Moms are not necessarily bargain shoppers but are focused strongly on saving money and on a given product’s environmental impact. Frugal Green Moms are likely to be interested in repairing goods, if possible, before buying new ones.
Differences in motivations and ideologies aside, the one factor that ties all these profiles together is a desire to lessen their negative impact on the environment. Even if the steps they take vary, Green Moms respond to companies and brands they see as moving in a more environmentally sound direction.
It is apparent that the size and influence of the population of Green Moms is growing. The insights that can be gained from this group are enormous and wide-ranging. It will be important for companies to remember that Green Moms are serving as thought leaders and watchdogs for a much larger population.
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