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  • 09.17.10

Another Mother Moment: Choosy Moms Select Sustainable Brands

Are moms the most untapped market in sustainability-related product campaigns?

Kashi Lemongrass Coconut Chicken TV dinner

Yesterday we reported on the recent Cone findings that moms are the most receptive demographic to cause marketing efforts, and now more reports are coming out about just how receptive moms really are. Organic food and beverage brands, such as Kashi and Bear Naked, top the rankings for EcoAware moms,
a term used by the research group, EcoFocus Worldwide. In their latest
report, they reveal, “EcoAware Moms want the brands they know and trust
to offer more choices that are eco-friendly. And they expect the
manufacturers who are experts in their categories to be the innovators
and creators of eco-friendly and sustainable choices,” said EcoFocus
Consumer Insights and Research Leader, Lisa Harrison.

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The report reveals that Yoplait has fallen behind other brands,
as has Frito Lay, and what appeals to moms, especially, is the humor and
sense of fun imbibed in such campaigns as Bear Naked’s, for example.
EcoFocus found that the company’s playful graphics appeal to moms.

And echoing Cone, EcoFocus says that moms’ behavior around
sustainability has to do with parenting style–making eco-friendly
choices is a way to express care for the environment and the world in
which their children live.

The findings of both EcoFocus and Cone reveal huge opportunities
for companies to innovate in cause branding and cause-related items
targeting moms. “EcoAware Moms are a receptive target market for
sustainability. They are rethinking their decisions and often making new
choices, creating unprecedented opportunities for businesses offering
sustainable solutions for everyday living,” said EcoFocus CEO, Linda
Gilbert.

“This is low hanging fruit that is ripe for harvest by marketers.
These consumer driven opportunities are often surprisingly simple,
immediately actionable, and profitable for companies to execute,” said
Gilbert.

About the author

Jenara is an overseas reporter for Fast Company and a freelance writer/producer in Asia, regularly on CNNGo, and a graduate of Harvard and UC Berkeley.

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