Study Reveals that Moms Recycle more than College Kids - go figure...

A new study shows that moms (housewives) deal with the trash more than college age kids. Are you as shocked as I am by the results? No? Even my 85-year-old Mother-in-law recycles all of her cans and bottles. I'm more shocked that we still need to conduct studies to prove what common sense tells everyone - women are the tipping point when it comes to rewiring the world. So.... if you want to create a tipping point for global action, focus on the women! That's what they do in micro-lending for the best return on investments - even women with the LEAST education take the most responsibility for following through.

Research was carried out from a sample of 525 university students and 154 housewives. The research, carried out at the University of Granada,  reveals that housewives are more willing to separate glass from other garbage than students.

The research was carried out in the Department of Social Psychology and Methodology of Behaviour Sciences at the University of Granada. It showed that the level of academic training is not related to the ecological awareness of people, despite the great proliferation of programs designed to educate and increase social awareness of the environment. Thus, according to research, housewives are more ecologically aware than university students, given they are more willing to recycle glass.

The good thing about this study is that is gives us one more thing to write about and quote. Like this conclusion: "In fact, housewives adopt environmentally friendly practices more often than students."

Humm... housewives who care for their kids, homes, schools, churches, town... DO MORE about environmental practices effecting all of the above than college kids who read about it. Who would have guessed that one? I wonder if they did a study comparing the purchasing practices of only mother's-with-children against the general population what they would learn? How about a mom vs. a single woman? How about a single woman against a single man - who would recycle more or make green(er) purchases?  How about housewives against house husbands? That may end up equal in effort, but there are so few house husbands, that the tipping point for global action wouldn't exist.

If you read Lipsticking, Learned on Women, Wonder Branding, Trendsight, Diva Marketing, Marketing to Women online, Interpret-her, La Marguerite, Funny Business, Mom's Rising, not to mention the thousands on BlogHer ... all these professionals could tell you the same thing - it's common sense, not science and not politics.

Here's my New Year's Resolution, it's the same one as last year's - band together ALL women on their very important job in 2008 - educate them on the issues, give them credit where credit is due and trust that their internal compass will guide them to take more action. Big projects like creating alternative fuels is important, but individual households and those who run them is where the real energy for global change will come from.

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