ecoAmerica and Disney Show Moms that Green is Cheap (in a good way)

Nature Rocks logo jpeg
I received the following press release in my inbox this morning and thought it would be worthwhile to share.  Disney is debuting a new “Green a Little, Save a Lot” site
( as a result of a study they recently did which shows how Moms make green lifestyle choices because it save them money, not because they're green.  This method of reaching out to mainstream audiences by connecting to Americans' core values and beliefs is how ecoAmerica conceives all of its programs including Nature Rocks.

At ecoAmerica, we are currently developing a program, Nature Rocks, that inspires parents and caregivers to go outside and explore in nature with their children.  Our American Environmental Values Survey showed that 93% of people love the outdoors and that an overwhelming 92% thought that their children were not spending enough time outdoors.  It seems that though the desire is there, there are some obstacles that must be overcome to actually get families connected to the environment again.

ecoAmerica aims to do this through Nature Rocks by showing that getting outside is easy, fun and cheap.  Similarly, Disney found in their recent study that Moms are much more likely to make decisions for the environment if the main benefit is cost-savings.

Green communicators need to push the values benefits of environmental practices that are not based in protection of the Earth and are instead motivated by the quality of life factors that Americans prioritize.

Press release below:

Economy Driving Adoption of ‘Greener’ Habits Among Families According
to Recent Survey of Moms

Disney’s “Green Living” Resource Provides Moms with Tips
They Need To Go Green While Saving Money

NORTH HOLLYWOOD, Calif.–(BUSINESS WIRE)–Eight out of ten moms report that the environment is an important or
extremely important priority in their lives, but why are moms
going green? Moms are going green to save money, according to a recent
online survey of attitudes about the environment on Disney

The survey revealed that 79 percent of moms turn off the lights when
leaving the room to save money while only 18 percent of moms do it to
help save the environment; and 66 percent of moms unplug appliances when
not in use to keep costs down while 23 percent do it to reduce their
carbon footprint. However, when asked if they would be willing to pay
higher taxes if the money went to finding greener fuels, 47 percent of
moms said yes, an 11 percent increase compared to April 2008 survey
results. Additionally, when asked where new jobs should be created in
the upcoming stimulus package, the “green” industry was second only to
the educational sector.

“The survey results clearly show that the environment is an important
issue for families but that this year, in particular, saving money is an
even more important motivator to going green,” said Emily Smith, Vice
President of the Disney Family Group. “As a result of this, Disney has created a resource to help our guests learn new and easy
ways to live green in a cost efficient way.”

Disney recently debuted its “Green a Little, Save a Lot” site
to provide parents with access to information to help them save money
while becoming more eco-friendly. Parents can also determine their
carbon footprint, get expert advice on green living, find ways to
volunteer to help the planet, and share “green” tips in a forum with
other families.

“Our goal with Disney continues to be providing parents with
new and easy ways to make small changes to be green without breaking the
bank. We encourage moms and dads to come to our site and share examples
of how they live an eco-friendly lifestyle, all while connecting with
other parents,” Smith said.

In addition to survey findings, the “green living” page features tips
and ideas aimed at helping families live a little greener, including:

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