New Rules of Mama Marketing: Older, Greener

Marketing daily According to a new report from Experian Marketing Services, moms today are generally older, but even the younger ones are buying green more and more, causing an overall rise in women that are "thinking green" and "buying green" versus being classified as "potential greens." The shift is due in part to the knowledge that green choices could improve children's health.

ecoAmerica's program about inspiring parents to get their kids out in nature, Nature Rocks, is driven largely by research suggesting that time outdoors helps kids become happier, healthier and smarter. Health and the environment are becoming increasingly linked as parents and consumers realize that a healthy environment means healthier people.

Posted July 12, 2010

By Sarah Mahoney, Marketing Daily

The motherhood market is both graying and
greening, according to a new report from Experian Marketing Services,
and the changes are fairly sweeping.

"The universe of moms of children 18 and under who are 35 plus has grown
from 40.9 million to 44.9 million in just four years," Jan Jindra,
Experian product manager, tells Marketing Daily. "And of moms who
are 35 and under — the group most likely to be influenced by
advertising — we are seeing big shifts in their willingness to buy
green products."

That's exciting, she says, because typically it has been older consumers
who have been most likely to purchase green products.
"While the true 'Brown' segment has stayed very consistent at about 20%,
we've seen the number of younger moms classified as 'Potential Greens'
decline from 48% to 25%, as they are moving into the
'Thinking Green' and ultimately, the 'Buying Green' categories.

She attributes that shift to more information available about the impact
of green choices on children's health, whether it's reading about
organic milk or the benefits of free-range chicken. The growth trend
toward green purchases among younger moms, at this point, is outpacing
the 35-and-older mothers by at least 5% a year.

She says the report also indicates that the recession — with a more
intense focus on household budgets — has helped increase women's
influence in all family purchases, with 69% of moms saying they are the
most influential person in the household when it comes to making
purchase decisions.

The study also puts the population of moms who work outside the home
(either full- or part-time) at 62%, or 19.6 million moms, while 21.5%
(or 6.8 million) identify themselves as stay-at-homers. Some 30.8%, or
9.7 million, are unmarried.

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