Sustainability 2023
2 in 3 parents said they became more concerned about sustainability when they had children, with MumsGPT and our latest data, we have discovered how families are embracing this
(Research published: October 2023)
We used our latest data, including insights from our MumsGPT AI tool, to explore how families are embracing sustainability and what they need from brands to make eco-conscious living easier.
Our findings uncovered key insights, including:
Families’ sustainability priorities: From reducing food waste and plastics to avoiding landfill, we’ve identified the eco-friendly habits families are adopting—and the values driving these choices.
Trust in eco-claims: We examined how much families trust brands’ sustainability promises and spotlighted those already excelling in this space.
Balancing eco-consciousness with practicality: Parents want to live sustainably without sacrificing affordability or convenience, creating opportunities for brands to provide meaningful support.
Authentic consumer perspectives: Using real conversations from our 8 million monthly Mumsnet users, we’ve captured families’ aspirations, challenges, and ideas for brands to help them on their sustainability journey.
Discover actionable strategies to make sustainable living more accessible and impactful, and learn how your brand can align with the latest eco-conscious parenting trends.
Watch the webinar and download the insight pack below.
