Why parenting leads to greener perspectives (and purchases)
Having kids doesn’t just change parents’ social lives and sleep patterns: It changes how they view the world. Ipsos research suggests this makes them more likely to act on environmental values.
When it comes to their spending, many consumers fail to act on their stated beliefs — what Ipsos calls a “say-do gap.” But a recent Ipsos survey of affluent Americans (those with a household income of $125k or more) suggests that parents are more likely to close that gap and spend in line with their environmental priorities.
Compared with non-parents, affluent parents were more likely to consider a hybrid car, purchase locally grown food, or seek out eco-friendly products.
Regardless of whether they have kids (or a high salary), more Americans than ever are concerned about the planet. But brands should understand that these values have an outsized impact on affluent parents — and that their purchases influence others in their communities.
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