Moms Drive the Sustainability Movement
The New York Times recently ran an interesting article on “EcoMoms” that helps explain the mainstreaming of sustainability in the US. Women in general—and moms in particular— have long been at the heart of the movement to make the environment we live in safer and healthier.
The article also helps explain why social networks are so important to researchers who are studying the sustainability trend. In 2003, while working with The Hartman Group, I wrote an article called Ethnography in Action that compared the use of focus groups to “social network parties” in the study of branding for children’s nutrition products. We found that the social network parties were generally more productive and provided insight that could not be uncovered in focus groups.
It seems that now, as much or more than ever, social networks of mothers are shaping society by encouraging healthier, more sustainable lifestyles. Hopefully, researchers and leaders will take note and watch EcoMoms and like-minded social networks as we work to shape society into a better, healthier place.
The article also helps explain why social networks are so important to researchers who are studying the sustainability trend. In 2003, while working with The Hartman Group, I wrote an article called Ethnography in Action that compared the use of focus groups to “social network parties” in the study of branding for children’s nutrition products. We found that the social network parties were generally more productive and provided insight that could not be uncovered in focus groups.
It seems that now, as much or more than ever, social networks of mothers are shaping society by encouraging healthier, more sustainable lifestyles. Hopefully, researchers and leaders will take note and watch EcoMoms and like-minded social networks as we work to shape society into a better, healthier place.
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