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“EcoAware” Moms Add Sustainability To Their Wellness Priorities

March 1, 2011: 09:47 AM EST
A study of more than 4,000 Americans ages 18-65 years has found that today’s mothers are embracing a new dimension of wellness: sustainability, putting them squarely in the category of “EcoAware Moms.” The Global Trend Survey conducted by EcoFocus Worldwide says these new moms – all 51 million of them, 69 percent of the total – control $1.45 trillion in buying power. According to EcoFocus CEO Linda Gilbert, EcoAware Moms believe that the eco-friendly choices they make now – reducing waste, recycling, conserving water and energy – will lead to healthier families. Some of these moms “express regret and remorse” about letting their teenagers grow up in a lifestyle of disposability and “don't want to make the same mistake with their younger kids.”
Diane Toops , "Toops' Scoops: Is the Food Industry Ready for EcoAware Moms and Dads?", Food Processing, March 01, 2011
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