'Green Parenting' Moves From Urban Trend to Societal Norm

56% of Moms Say Pregnancy Inspired a Greener Lifestyle; Recycling and

Purchasing Eco-Friendly Products Top Activities

    SAN FRANCISCO, April 16 /PRNewswire/ -- A majority of women say having
 children is a powerful catalyst for embracing a more eco-friendly lifestyle
 and they're taking steps now to protect their children's health and create
 a cleaner place for the next generation, according to a recent survey from
 BabyCenter, LLC, ("BabyCenter") the leading global online resource for new
 and expectant parents (www.babycenter.com).
     BabyCenter(R) recently asked approximately 1,000 of its members what
 steps they're taking to reduce their family's impact on the environment.
 While a majority of moms are engaged in a variety of activities to create a
 more environmentally friendly home, recycling, using energy efficient
 appliances, and purchasing eco-friendly products ranked among the top three
 activities.
     With approximately 56 percent of moms engaging in more eco-friendly
 behaviors since becoming a parent, price and health advantages were noted
 as the most important factors in their decision of whether or not to buy
 "green" products.
     "Today's moms are motivated to make the world a healthier place for
 their kids and they're not waiting for someone else to fix the problem.
 They know small steps can add up and they want to do their part," said
 Linda Murray, Editor-in-Chief, BabyCenter. "It's a natural extension of the
 protective mothering instinct that kicks in the minute a woman learns she's
 pregnant. She becomes keenly aware of whether her food, activities,
 products, and environment are safe."
     And when moms talk, marketers listen. In recent years "green living"
 has shifted from urban trend to societal norm, with the demand for
 eco-friendly products growing significantly. One-time niche products in
 specialty and/or boutique stores, eco-friendly products have now firmly
 established their presence on the shelves and websites of mainstream retail
 stores.
     The BabyCenter(R) Store carries hundreds of eco-friendly products and
 has offered shoppers natural alternatives to a wide variety of products
 since 1998.
     "Natural diapers and skin care lines, organic clothing and furniture,
 and preservative free toys are top sellers in the eco-friendly category at
 BabyCenter Store(R)," said Roxanne Richards, Director of Merchandising,
 BabyCenter.
     In 2006 the BabyCenter(R) Store signed an exclusive one year deal with
 gDiapers, the eco-friendly, diapering system that contains no plastic
 layer, elemental chlorine, perfumes, garbage, or guilt. gDiapers are not
 made of plastic, so they're breathable, which means less diaper rash. It
 also means they break down, which is why they can be flushed, composted or
 thrown away. As the only online store to carry the product, the
 BabyCenter(R) Store has seen a dramatic increase in sales over the past
 year, up 211% from Q1 2006 to Q1 2007.
     "Fifty-million plastic disposable diapers go into landfills everyday in
 the US, where they sit for up to 500 years. Using a diaper that is gentler
 to your baby and the planet is one of the most significant things a parent
 can do to make a difference," says gDiapers co-founder and President,
 Kimberley Graham-Nye.
     "As the retail arm of the leading online resource for moms, the
 BabyCenter Store is a great source for parents who are seeking information
 and products that are the best for their baby, and the planet."
     Other popular eco-friendly brands moms love in the BabyCenter(R) Store
 -- California Baby, babysoy, PlanToys, Nest Furniture, and Kee-Ka.
     In honor of Earth Day, the BabyCenter(R) Store will be offering 15% off
 all gDiaper products April 16th thru April 30th. For more details, visit
 www.store.babycenter.com.
     About BabyCenter(R)
     BabyCenter, LLC, operates www.babycenter.com, the most popular online
 resource for new and expectant parents. The BabyCenter(R) website attracts
 over 4 million visitors each month, as measured by comScore Media Metrix.
 BabyCenter(R) has helped nurture more than 100 million parents since its
 launch in 1997, and has been honored with numerous awards, including the
 2006 People's Choice Webby Award for Best Family/Parenting Web site.
 
 

SOURCE BabyCenter, LLC