clear the air


Eco Mums

Numbering more than 82 million in the United States alone, there’s no denying that mothers are a significant force to be reckoned with, both economically and otherwise. The EcoMom Alliance aims to tap the power of that demographic for no lesser a goal than to help fight global warming.

Launched online a few weeks ago, the California-based EcoMom Alliance hopes to inspire mothers around the globe to make lifestyle changes that will reduce their carbon footprints. Through the EcoMom Challenge, it asks mothers to take its “10 First Steps for a Sustainable Future,” including swapping traditional light bulbs for energy-efficient compact fluorescent ones, driving less, and buying local, fair trade and organic products. Picking up on the Australian Conservation Foundation’s “Cool the Globe” initiative, the group’s One Night Off campaign encourages mothers to choose one night a week to turn off all lights, TVs, washers, dryers and other appliances. Also part of the group’s agenda are EcoMom Parties—a post-Inconvenient Truth version of the old Tupperware Parties through which members can connect, find support and share ideas. Other “edutainment” offerings from the group include blogs, podcasts and “Sustain Yourself” events for maxed-out EcoMoms.

The EcoMom Alliance is a nonprofit, 501 (c)(3) organization with about 9,000 members around the globe, including not just the United States but also Australia, Hungary, England, France and Brazil. It is reportedly in the process of training women to lead EcoMom events worldwide, as well as readying an official EcoMom seal of approval for commercial products.

US mothers alone control 85 percent of household spending, according to the Marketing to Moms Coalition, amounting to about USD 2.1 trillion annually. It’s hard to imagine a much better place to start enabling real change. (Related: Web community for greener living.)

Website: www.ecomomalliance.org

Simon Turner  simon@marquetteturner.com.au

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