2We are all green consumers

Since it was first ignited during the 1970s, the green consumer revolution has been led by women aged between 30 and 49 with children and with better-than-average education. They are motivated by a desire to keep their loved ones free from harm and to secure their future. That women have historically been in the forefront of green purchasing cannot be underestimated. They still do most of the shopping and make most of the brand purchasing decisions (albeit aided by tiny eco-cops riding in the front seat of shopping carts), and they naturally exhibit a nurturing instinct for the health and welfare of the next generation. Poll after poll shows that women weigh environmental and social criteria more heavily in their purchasing ...

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