Market research is strongly documenting that the shift to green consumption is not being motivated by a consumer passion for saving the world. Consumers are buying green to enhance their lives and the lives of their loved ones or as Linda Gilbert, President of EcoFocus Worldwide summarizes, “my world, my life.” Linda’s research has found that three out of four Americans believe a greener planet starts at home. She observes that 87% of Americans say it doesn’t matter if you believe in global warming, they feel a strong need for a change on how we impact the environment. For consumers, it is a step by step process. It might start with turning off lights today (87% claim doing so) and then moving onto the next behavior, like unplugging electronics (39% currently claim doing so).
A major market segment in the maturation of the green consumer is what Gilbert defines as the Eco-mom and Eco-dad. In this video interview she outlines the marketing path for selling green to moms attempting to be a role model for their children by teaching them to consume more responsibly. She also outlines the size of this business opportunity in a candid assessment on the void of companies effectively connecting with this multi-trillion dollar market segment.