Toops' Scoops: Is the Food Industry Ready for EcoAware Moms and Dads?

EcoAware Moms are a receptive target market for sustainability, according to a new study of more than 4,000 Americans ages 18-65 years, conducted by EcoFocus Worldwide, St. Petersburg, Fla. EcoFocus, is a timely new venture founded by Linda Gilbert, who also founded market research firm HealthFocus in 1990.

The EcoFocus Global Trend Survey offers new insights into the "how," "what" and "why" of consumer perspectives driving choices in the green and sustainability marketplace. Unlike other surveys, the study focuses on the complete bell curve of consumers and looks at green and sustainable in terms of consumers' everyday lives as opposed to concern over global issues such as climate change.

Who are these EcoAware Moms? Holding $1.45 trillion in buying power, they number 51 million women, about 69 percent of moms. For EcoAware Moms sustainability is a new dimension of wellness for herself, her family and her community.

"Just as they began to understand that health and nutrition (Wellness 1.0) should be a priority 20 years ago, moms are moving on to a new dimension of wellness -- sustainability (or Wellness 2.0)," explains Gilbert, CEO of EcoFocus. "They are looking at packaging and how it's delivered and rethinking the environment and its affect on wellness. These moms believe if they make eco-friendly choices now, their families will be healthier; their children will have fewer allergies and other health problems. They envision a brighter and bluer tomorrow and believe sustainability means making choices today so that future generations won't have to make compromises in their quality of life."

In fact, some EcoAware Moms express regret and remorse at having allowed their teens grow up in a lifestyle of disposability, and don't want to make the same mistake with their younger kids.

From reducing waste to recycling to conserving water and energy, EcoAware Mom wants to lay a foundation of eco-friendly lifestyle choices for her children to build on these attitudes and practices with the next generations of the family. Her steps, both large and small, are incremental, and her main interests are in reducing wastefulness, avoiding chemicals and toxins in her home and lifestyle and in many cases saving money.

"Mainstream consumers are starting to wonder why toothpaste is in a tube inside a box, and why packaging for plant-based cleaning products often doesn't align to the purity of the contents," she says. "They are unsure of whether local or organic are the better choice, or if recycled paperboard can be recycled again. They are looking for help from retailers, manufacturers, and service providers to find and make better choices to meet their personal eco- friendly lifestyle goals and aspirations."

Almost three in four EcoAware Moms consider labels for no artificial hormones or ingredients extremely or very important; about half consider labels for BPA-free, certified organic, and GMO-free as important. They consider it extremely or very important to have green options in food (75 percent) and beverages (55 percent). In some cases, labels don't clearly communicate the product's eco-friendly nature -- for example, Campbell's soup has the little recycle symbol, but it is not easy to see.

EcoAware Moms are ready for changes and they are looking for brands to provide them with solutions that are convenient, affordable, and practical for their lifestyles. And don't underestimate the growing power of EcoAware Dads. Sixty five percent of American dads agree, "When my kids are grown, I want them to remember me as teaching them to be environmentally responsible."

"This is low-hanging fruit that is ripe for harvest by marketers," says Gilbert. "The industry has the products, but they are not positioning them optimally. Companies need to harness their brands to take ownership of these consumer-driven opportunities that are often surprisingly simple, immediately actionable and profitable for companies to execute," she says emphatically.

As for the future, Gilbert predicts that in 25 years, we'll be mining our landfills for reusable materials. You heard it here first.

For a copy of the report, contact Ray Wolf, 727-906-3319 or ray@ecofocusworldwide.com.