5 Surprising Reasons Behind ‘Green’ Spending
Every year in the weeks surrounding Earth Day, we focus increasingly on activities related to the environment, ranging from more diligent efforts toward recycling to renewed interest in water conservation to teaching kids how to respect and appreciate the planet.
Yet research from Influence Central reveals that this “green” approach has become an ongoing effort for many mom consumers, and one that regularly impacts their household spends. For these moms, they carry their green focus into their retail excursions, combing through ingredient labels in supermarket aisles and comparing contents of cleaning and laundry products when doing their weekly shopping.
Our research also demonstrates that this green approach to consumerism may not be as simple as it appears. Moms bring many different beliefs, concerns and priorities along the purchasing journey as they consider what products to use in their households and around family members. Below are five surprising insights behind green spending at retail:
1. Moms land all over the green spectrum: Often we think of green moms as simply one category of environmentally conscious consumers. In reality, a whole range of “green-ness” exists. For example, 47 percent of moms identify themselves as “Very Green,” 40 percent say they hit the “Green Midpoint” and 14 percent don’t consider themselves “green.” Each segment brings its own set of motivations and purchase decisions into the retail environment, which impacts the brands moms reach for on product shelves.
2. It’s not all about the planet: Green moms want to save the world, right? Not always. While these “Very Green” moms have a solid understanding of environmental practices and their beliefs inform their purchases, it’s not always the case for a large majority of moms. In fact, 91 percent say their motivation in buying environmentally friendly products centers on protecting the health of their families, not saving the planet.
3. Actions speak louder than words: Even though the overall number of moms who believe they live a “Very Green” life doesn’t reach 50 percent, their purchasing habits say otherwise. In fact, 72 percent seek out the “Natural” or “Organic” label on the foods they buy for their families, and 56 percent of all consumers say they typically clean their homes with “natural” or “green” products. Regardless of how they label themselves, if they have a choice in retail aisles, moms lean green.
4. Moms stay on the lookout for green products: Whether they shop green to keep their families healthy or with an eye toward planet Earth, today’s moms take note of green products — across a wide range of categories — in store aisles. For example, 79 percent of consumers say when shopping for their home they frequently search for environmentally focused brands, and 68 percent consistently reach for household cleaning products with a “Green” label.
5. Green category sparks savvy, in-the-know consumers: While many consumers remain hesitant to fully embrace the “green” label, they actively seek out information and insights on eco-friendly products. When shopping for their families, 73 percent of consumers often conduct their own research to get better insights behind the safety of product ingredients, and 70 percent consider themselves as being “in the know” about “green” brands.
Stacy DeBroff is the founder and CEO of Influence Central, as well as a social media strategist, attorney and best-selling author. A frequent national and international speaker, Stacy consults with brands on consumer and social media trends. Stacy can be reached at stacy@influence-central.com.
