Green moms have long been on marketers’ radar, while their male counterparts have largely been on the back burner. Now the “Make Way for EcoAware Dads” report, from EcoFocus Worldwide, recommends paying attention to dads, too.

Defined as fathers in the US that agree with the statement, “When my kids are grown, I want them to remember me as teaching them to be environmentally responsible” (65% of respondents), EcoAware Dads want to buy more green products—but are prohibited by cost, availability and convenience.

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The Earthsense “2009 Eco-Insights Survey” found nearly three-fourths of green moms are either Gen Xers or Millennials; of course, those age groups also represent women in the prime of childbearing years.

The economic recovery in the US is being led by the country’s most affluent consumers, according to L.E.K Consulting.

“America’s high-earning households are opening their wallets and spending at a significantly higher rate than the general population, stated an L.E.K. press release. “This marked shift in affluent consumer spending patterns has significant ramifications for retailers who have been facing stagnant sales.”

The good news for the green market is that affluent consumers are more interested in environmentally friendly products than the average American.

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The “Consumers Attitudes and Perceptions on Sustainability” study, released by Guardian Sustainable Business, found women champion Fairtrade products more than men.

Almost half of women are very concerned about Fairtrade issues, compared to only 27% of men.

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Warning to food producers: Be kind to animals.

A survey conducted by Mintel found that animal welfare was more important to UK consumers than foods’ origins or organic certification.

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According to the “2010 Timberland Eco-Love Survey,” sponsored by, naturally, Timberland and conducted by Kelton Research, 24% of US men over the age of 18 think green women make better life partners.

In fact, many men question whether or not to date women who exhibit environmentally-unfriendly behavior, particularly littering.

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“We do keep the lawn looking impeccable, darling.’

According to the “Spring 2010 Affluent Market Tracking Study,” from the American Affluence Research Center, 56% of affluent consumers in the US believe they are doing their part to help the environment. However, 30% of them feel they should do more.

What are the rich doing to help the environment?

Two-thirds own green products—the most common of which are compact fluorescent light-bulbs (CFLs) and water-saving low-flow toilets or faucets.

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According to the “2010 Eco Pulse” study from the Shelton Group, Hispanic consumers in the US care more about environmental issues that their Caucasian counterparts.

In fact, one in four Hispanic consumers feel very strongly that it is their responsibility to make meaningful changes—including purchasing different products—to live a more sustainable lifestyle. In contrast, only 13% of Caucasians feel the same.

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According to Scarborough Research, 32% of US households have a green appliance.

Do green appliance users differ from the rest of the population? Not too much. They are 14% more likely to be married (index of 114), 12% more likely to be Gen X-ers (112 index) and 10% more likely to have two or more children (110 index).

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At a time when many shoppers are confused over the profusion of energy and environmental labeling, the “Energy Star Shining Bright?” EcoPinion report, from EcoAlign, found a clear majority of US consumers—71%—are aware of the Energy Star label

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According to a survey from Energenie, a manufacturer of energy savings devices, when purchasing appliances UK consumers consider price first, performance second and energy consumption third.

Energy consumption was considered the most important factor by 19% of women and 14% of men. Women were also more interested in the look or design of appliances.

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Is one generation more environmentally responsible than another? A survey from the Pew Research Center says no.

The four generations surveyed—Millennials Gen-Xers, Boomers and Silents—participate in environmentally-conscious behavior to roughly the same degree.

As an example, recycling from the home—the most popular way for all generations to exibit their greenness—is done by 69% of Millennials, 77% of Gen-Xers, 72% of Boomers and 77% of the Silent generation.

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A survey by Women Impacting Public Policy (WIPP) and the Women’s Council on Energy and the Environment (WCEE) found women are either the primary or shared-decision makers in 77% of US household energy purchases.

What do these women want? Cleaner energy is the most important factor to 43% of them.

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According to a poll by the Yale Project on Climate Change and the George Mason University Center on Climate Change Communication, while nearly one-half of US consumers believe using reusable bags is important—they don’t actually use them.

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A Girl Scouts of the USA study, “Good Intentions: The Beliefs and Values of Teens and Tweens,” conducted by Harris Interactive, found that the youth of America feel a responsibility to protect the environment.

Over three-fourths of US teens and tweens—both boys and girls—believe that everyone has to join in taking responsibility for the environment.

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