Insights into New Consumer Segments: Moms and Millennials

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Diane MacEachern speaks on behavioral and attitude differences between men and women, and how communicating sustainability should change gears from rationality and science, to consequences. One of the most exciting things about sustainability as a potential driver for behavior is its capacity to cross multiple consumer segments.

Business Education

Moms and
Millennials:
Insights into New
Market Segments

Diane MacEachern

GIRL SCREENS 
•  Style 
•  Fit (Perfect) 
•  Cost 
•  Trendy 
•  What can I wear them 
with?

Human Impacts Most Important 
(consequences, not causes) 

•  Increased asthma 
•  Higher food prices 
•  More skin cancer 
•  More birth defects 

•  NOT – CO2

Human Impacts Most Important 
(consequences, not causes) 

Is U.S. “in as much danger from eco hazards like air 
pollution and global warming as it is from 
terrorists?”  

YES! 
•  70% Women 
•  56% Men 

(Yale study)

Can You Explain Global Warming? 
YES!   

•  71% Men 
•  55% Women 

(Yale study)

Is Environment Worse? 
YES! 

•  Women – 67% 
•  Men – 56% 

(Yale study)

SOLUTIONS THAT ARE: 
•  People‐oriented 
•  Relevant 
•  Cost‐effective 
•  Credible

Insights into New Consumer Segments: Moms and Millennials

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