New Rules Of Mama Marketing: Older, Greener

by Sarah Mahoney, Monday, July 12, 2010, 4:19 PM

Article ▼ Comments (2) ▼ SHARE TOOLS PRINT COMMENT SUBSCRIBE RSS RELATED ARTICLES 1. Facebook Makes Most of Being In Right Places 2. Half Of Social Media Campaigns Fail To Achieve Goals 3. IBM Builds Search Engine, Redefines Analytics Tools 4. New York Closes Book On 'Data Pass' Marketing, Collects $10MM In Fines 5. Cargill's BiOH Polyols Goes Social For Foam TAGS: Green Eco-Friendly, Moms,Research, Marketing MOST READ 1. Whole Foods Launches Healthy Lifestyle App 2. Half Of Social Media Campaigns Fail To Achieve Goals 3. Gap Takes Over Groupon Sites Nationwide 4. Facebook Makes Most of Being In Right Places 5. AT&T Business Directory Relaunches With Search And Social Focus 6. Apple Shuts Down Quattro Wireless To Focus On iAd 7. FiOS App To Stream TV To iPad, Tablets 8. MediaBank Launches 'DSP' For Analog Media: Ushers In 'Audience-Buying' For Print, Out-of-Home, Etc. 9. IBM Builds Search Engine, Redefines Analytics Tools 10. Cadillac Aims CTS Coupe At BMW, Mercedes The motherhood market is both graying and greening, according to a new report from Experian Marketing Services, and the changes are fairly sweeping. "The universe of moms of children 18 and under who are 35 plus has grown from 40.9 million to 44.9 million in just four years," Jan Jindra, Experian product manager, tells Marketing Daily. "And of moms who are 35 and under -- the group most likely to be influenced by advertising -- we are seeing big shifts in their willingness to buy green products." That's exciting, she says, because typically it has been older consumers who have been most likely to purchase green products. "While the true 'Brown' segment has stayed very consistent at about 20%, we've seen the number of younger moms classified as 'Potential Greens' decline from 48% to 25%, as they are moving into the 'Thinking Green' and ultimately, the 'Buying Green' categories. See more at: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=131754