Are You A Green Mom?

green mom in supermarket shoppingIf you’ve been reading MG for a while, you know that the name of this site is a bit tongue-in-cheek. I started writing as Mommy Greenest in 2008, when I was still driving a gas-guzzling Volvo. And although I share suggestions about how to reduce the amount of toxic chemicals you and your family are exposed to on a daily basis, I’m not the eco police. So when I discovered Influence Central’s latest “Green Moms” report, I had to share. After reading it, I now know what kind of green mom I am. What kind are you?

While less than 50% of consumers identify as Very Green, 56% use cleaning products labeled as green or natural. What kind of green mom are you?

Led by visionary strategist Stacy DeBroff, bestselling author of the Mom Book: 4278 of Mom Central’s Tips–For Moms from Moms, Influence Central surveyed nearly a thousand mothers and identified these green mom trends:

The Uber-Green self-report as very green (47%). They readily refer to themselves as a “Green Mom” (99%). They mostly rely on DIY and green store-bought cleaning products and are more than likely to do so to protect both their family and the environment from harsh chemicals. 87% of these women always try to use “Earth-Friendly” practices. They could be considered green advocates – they are knowledgeable environmentalists and true believers in living green.

The Un-Green (14%) self-report as Not at All Green. These consumers are more likely to rely on store-bought, conventional, and heavy-duty cleaning products for their homes. This un-greenness translates to other shopping areas as well; they are less likely to look for or purchase natural products or organic food. Three-quarters of these Moms also admit they are less likely to have knowledge or expertise on environmentally friendly products and place little value in developing that insight. Only 16% try to use “Earth-friendly” practices or would consider themselves to be a “Green Mom.”

The Green…But 40% fall within this mid-range of greenness. They would not consider themselves to be “Green” consumers, nor self-identify with a label of green, yet as consumers they exhibit green purchasing tendencies. Though this group does not make green purchasing decisions from an environmental perspective, they do make them from a “healthy family” perspective. This is an important note – the green choices being made by this cohort reflect a deeper concern about their own personal health choices, not about what’s best for the environment. Thus, they are green but only when it benefits their lives as consumers. The decision process employed is one based on a personal view of how products and solutions can best help at the consumer level, without conversations about preserving or protecting the environment.

THE MYTH OF GREEN

Interestingly, when Influence Central analyzed green behaviors, they found that consumers are hesitant to refer to themselves as green, but when it comes to their family’s health, they show “green” tendencies, such as:

91% of consumers purchase green products because they are concerned about their family’s health.

70% agree they have knowledge and expertise on environmentally friendly products.

72% purchase foods specifically labeled Natural or Organic.

Nearly 68% would consider themselves a “Green Mom.”

79% are often on the lookout for eco-friendly new products for the home.

68% say they always seek out green cleaning products.

73% often do research to understand the safety of ingredients to which their family is exposed.

Fascinating, right? DeBroff thinks so.

“Though less than half of consumers self-identify as ‘Very Green,’ 56% of all consumers admit they mostly use cleaning products labeled as green or natural for their home,” she said. “This behavioral admittance skews more powerfully than their self-identification. Consumers are green not by self-description but in practice. Their buying behaviors belie green tendencies, and when faced with a choice at a supermarket or a mass retailer, they will be inclined to shop green.”

With this in mind, what type of mom are you? What kind do you think I am? Tell me about it, in comments below. Thanks!

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