Green moms don’t need J.D. Power and Associates to tell use we are leading the green movement in our homes, but it’s nice to be recognized. According to a press release issued yesterday:
When it comes to their approaches to green living, the youngest and oldest consumers are advocacy-oriented, while Gen X and Gen Y moms are more likely to take action and adopt green habits within their households, according to analysis compiled from J.D. Power Tribe IntelligenceSM Reports.
Of course, advocacy is essential to make the big changes needed politically to prevent massive oil spills, improve gas mileage efficiency, require alternative energy sources, protect endangered species, etc.; however, we all know…moms are practical!
Teens, Early Careerists and Boomers primarily take an advocacy approach to living green lifestyles through educating themselves about environmental issues and legislation and supporting causes ranging from climate change to air quality and conservation. However, as evidenced by much of the online commentary from these groups, they often stop short of adopting green habits, but display fervor in advocating for green legislation and policy…
In contrast, Gen X and Gen Y Moms take a functional approach to green living by applying green behaviors within their households. For Gen X Moms, being green is motivated by a desire to be less wasteful and more frugal in their spending. In applying green behaviors such as gardening, composting and recycling, they have found that living a green lifestyle brings the benefit of saving money…
Gen Y Moms take a do-it-yourself approach to applying green behaviors by developing their own cleaning products and baby food in an effort to provide pure, quality products for themselves and their families. They actively avoid potentially toxic cleaning products and support brands that provide greener alternatives.
Unfortunately, J.D. Power did the research in order to help companies learn how to market their green (or greenwashed) products to the different demographics, but I think the information is rather accurate. Moms are making a difference on a day to day basis taking the simple steps in everyday actions to make the world a greener place. Keep making those cleaning products and baby food moms!