The Mom Effect: Is the world turning green?

Insights

 

 

 

 

 

 

 

 

 

Everyone knows Moms have had an important impact on marketing, as we know it today. They influence purchases across a broad spectrum of products and services. They’ve changed the way many companies are doing business from call centers to product development. And many companies have made a mad dash into to social media as a way to reach the Influencer Mom. I call it “The Mom Effect.”

In early January, I wrote about “The Green Mom Eco-cosm: A Social Study into their Motivations, Convictions and Influences,” from The Social Studies Group and here they are again six months later with an update called “Eco-Moms Revisited.” Wendy and I met through a twitter conversation as a result of the original blog article. The Social Studies Group has an interesting approach to research and this is a prime example: not a one time study, but an on-going view as the audience evolves.

So who are these Eco-Moms? To the outside world, we tend to think of these Eco Moms as radical and living a committed lifestyle none of us could ever handle, but they are affecting more and ore of us every day.

Because of their devotion to living green, we are all becoming more conscious by buying more green products, discovering organic foods, recycling and passing along gently used articles. Why just a few days ago I read that 38% of Moms across the U.S. have some kind of a home garden.

I was astonished to read that it was “family”, not the environment that was the key motivator for a Mom to become more green conscious. But it makes sense that the presence of children would cause a Mom to think about what their child was touching or putting in their mouths. Most of us tend to think solely of “green” as recycling or buying green friendly cleaning products but forget buying organic, growing your own food or becoming a vegetarian is a part of the mix. Interestingly, the study also uncovered Moms decision is not overshadowed by the recession and she is purchasing organic despite the increased costs.

 

The Tipping Point:

The Eco-Mom study uncovered 5 moments/tipping points that cause Moms to feel the need to take on more responsibility for the environment.

1. becoming a mom ‐ 54%.
2. an educational experience 21%
3. family illness – 10%
4. personal illness – 7%
5. a brush with activism – 7%

Of equal importance, is the Eco-Mom’s significant use of social media. She’s a heavy user of Facebook, twitter, blogs, forums and blog carnivals. What is a blog carnival?  The author through outreach gathers carnival posts. She collects, links and then publishes them to her blog. Why does she blog? 1. To build community, 2. Document her journey, 3. Find support for her effort. It’s through her daily thought stream on a personal.

“These women are smart, informed, educated – and impassioned,” said Angela Walseng of the Social Studies Group. “Add to this the fact that they are hyper-connected with tracks across social media, and it becomes clear why companies, policy makers and interest groups should be listening to them, and closely.”

THE SOCIAL STUDIES GROUP (WWW.SOCIALSTUDIESGROUP.COM) IS A SOCIAL MEDIA RESEARCH FIRM THAT PROVIDES DEEP ANALYSES OF SOCIAL MEDIA CONVERSATIONS TO HELP COMPANIES BETTER UNDERSTAND THEIR CUSTOMERS, COMPETITORS, MARKETS AND INDUSTRIES. AN AREA OF SPECIALIZATION INVOLVES IDENTIFYING AND ANALYZING NICHE COMMUNITIES ONLINE (GREEN MOMS IN THE CASE OF THIS REPORT), CREATING “UNIVERSES” THAT CAN BE MONITORED AND ANALYZED OVER TIME.



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