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You are here: Home / News / News Release: New Report Revisits “Green Moms”

News Release: New Report Revisits “Green Moms”

September 1, 2010 By Wendy Scherer Leave a Comment

Columbia, MD., Sept. 1 — Today, the Social Studies Group is releasing “Eco-Moms Revisited”, a companion report to a study the research firm released in January of this year.

“Over the past year, we’ve collected a rich body of research on these arguable very influential women,” said Social Studies Group analyst and partner, Angela Walseng. “Understanding these mothers, we believe, provides interesting insights into how the green movement is affecting mainstream parenting trends.”

Among the topics covered in the report: eco-moms’ motivations, both the initiating causes as well as the sustaining factors for pursuing a greener lifestyle; education levels and how a more subtle form of activism is occurring in the form of lifestyle choices among the online community of eco-moms.

“One particularly interesting finding in the report relates to what we’re calling the “Green Moment”, a singular – though individual – experience that set half of the women in our survey on their green paths,” said Walseng. “This is particularly interesting considering recent research that indicates that knowledge of green issues isn’t enough trigger a greener lifestyle. The personal, emotional experience is key.”

While the first report used an observational netnography approach, this second report involved surveying 150 of the moms observed during the first report’s research phase.

Download the reports Green Mom Eco-Cosm Revisited and its predecessor TheGreenMomEcoCosm

About The Social Studies Group
The Social Studies Group (www.socialstudiesgroup.com) is a social media research firm that provides deep analyses of social media conversations to help companies better understand their customers, competitors, markets and industries. Among the companies SSG has provided research for are Blue Bunny, Cabot Cheese, Weight Watchers and Highlights.

Filed Under: News

About Wendy Scherer

Wendy knew from her years as a partner with Bozell Worldwide that there was a great need for knowledge synthesis and business research that was more than a mere information dump. To address the market need for finding and digesting complex business research, she founded Scherer Cybrarian in 1995. The business grew and expanded over the years to include primary research, GIS, news aggregation and monitoring, and much more. But what she loved the most was the emerging world of social media research. (Don’t laugh. Everyone should love their work as much as Wendy does!) As this segment grew, it became apparent that this specialty could stand on its own to grow and change with the times. And so, The Social Studies Group was born in 2009.

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