My Mom Is Greener than Your Mom

Resonate Networks, an online advertising firm specializing in attitudinal targeting, found 54% of US mothers who are online—with children under 10 years of age—are “Green Moms.”

A majority, 60%, of green moms buy products made by companies that are socially responsible and 57% go out of their way to buy American-made products or services.

Green moms are also more likely to become online brand advocates.

“Moms are mobilizing, speaking out and feeling their power as consumers and as citizens,” said social media strategist Sarah Browne of Guru of New.

Brand advocates can be beneficial to marketers. The “2010 Trust Barometer,” from Edelman, found 37% of consumers rate recommendations from friends and peers extremely or very credible. In the 20 countries where the survey was conducted, conversations with friends and peers ranked above TV news coverage, online search engines and newspaper articles for trustworthiness.

Additionally, 44% of consumers rated a “person like me” as an extremely or very credible source of information.

When searching for green information, US consumers of all ages turn to the internet, according to Burst Media (see Green Information—Where Do Consumers Get it?).