Mom Goes Green

Moms are a powerful consumer—spending an estimated $1.7 trillion in annual purchasing on everything from diapers and toys for the kids to food, cleaning products and appliances for the home. A recent Mom Central survey found that 81% of these powerful consumers consider themselves to be ‘green’—with 35% purchasing green products all the time and 39% being green when it is most convenient.

Yet, 93% of today’s moms are still looking for more green products on the market. “It all begins with the safety and well-being of her family and providing the healthiest home possible for her kids. Additionally, moms want to protect the environment for future generations and set a good example for their kids by showing them how even the simplest of changes can make a huge impact,” says Kristen Conn, co-founder of MightyNest.com. “At the end of the day, moms are focused on protecting their children. They’re more informed than ever before and are taking responsibility by choosing healthier products for their families. Knowing products are healthy and eco-friendly provides moms with much needed peace of mind.”

It is this search for ‘peace of mind’ that makes mom such an ideal target for a brand’s green marketing message. As we prepare for Good And Green®-The Green Marketing Conference, November 17 & 18 at the Chicago Cultural Center, we asked Maxine Wolf, CEO and publisher of KIWI Magazine and moderator of the M2Moms® panel titled “Mean Green Mom Machine”, why the mom consumer should definitely be a part of a brand’s green marketing strategy.

What makes mom an ideal target for a brand’s green marketing message?
Maxine Wolf: The mom market is a natural target for brands with a green message. Moms are in charge of the overall wellness of the family, and many take that mission very seriously. “Green” means healthy and safe and this is a growing area of concern for parents in general. Even if moms are picking and choosing just how far they’ll go to keep their families safe, it is on most parents’ minds. In a recent study that KIWI did in conjunction with the Organic Trade Association on the state of organic among families, we found that parents’ are talking amongst themselves most often about eating healthfully (60%), reducing energy use (55%) and taking care of the environment (47%). An amazing 73% of U.S. parents buy some degree of organic products. Additionally, these same parents are concerned with the environment at very high rates; 63% make recycling a priority, 60% do the same for energy use and 40% buy environmentally friendly products. These are impressive percentages, considering the often-higher prices of organic/environmentally friendly products. KIWI magazine readers, in particular, are almost unanimous when it comes to purchasing green: 99% feel it’s important to choose environmentally friendly products and services.

What are some of the key factors that motivate moms to buy green?
Wolf: There are several key factors:

Information: A simple advertising tag line doesn’t work for the “green” message. These moms want information and substantiation, and lots of it. The brand that does a good job of informing these moms will have a greater chance of being successful.

Community: These moms want green brands to be accepted by their community; whether it is their circle of friends, their moms group, their social network group, mommy blogs or their health practitioner. A brand that doesn’t make itself part of the mom buzz will surely miss the mark.

Legitimacy: These moms want legitimate brands, from companies who have made a commitment to healthier products and services. Often times, this means taking a good look at what your company has stood for prior to the launch of the green brand to make sure this will work for consumers. These moms are very savvy and trusting the source is key.

Performance: After all of this, the brands must deliver. Most moms still want the same level of performance as they get from similar conventional products. Whether the measure is taste or efficacy, these moms demand what they had before but packaged for them in a healthier, more environmentally friendly way.

Non-judgemental: An important thought to add is that moms are always feeling guilty. The last thing they want is to feel that by not buying your product, you are telling them that they aren’t doing the best for their families. Moms have tough decisions to make everyday and don’t want another source of mental stress.

Although the job is more complex for green marketers, the end result is a loyal, involved consumer who will use their mom-power to spread the word on your brand.

For more information about Good And Green® visit www.goodandgreen.biz.