Going Green, Going Slowly

Environmentalism is definitely on the upswing and the toy industry is abuzz with talk of sustainability and greener materials for both product and packaging, issues that will grow in importance in the future. But how much is a concern for the environment making a difference in parents’ purchase decisions today, in the here and now? A recent open-ended survey conducted by kids’ marketing firm Funosophy Inc. queried 193 parents of 3- to 5-year-old children about instances in which environmental issues swayed their decisions to purchase products.

Suprisingly, nearly 60 percent of respondents indicated that there has not been a time when an environmental issue effected their purchase decisions:

• “Honestly, I cannot recall any environmental issue that effected my decision on a product for Kam.” —Parent of 3-year-old girl
• “Never has happened.” —Parent of a 3-year-old girl
• “There really isn’t an instance where I’m swayed by the environment when it comes to purchasing toys or a product for my son.” —Parent of a 4-year-old boy
• “Never have environmental issues swayed my decision. I buy what I want!” —Parent of a 5-year-old girl
• “I cannot recall such an instance.” —Parent of a 5-year-old boy

However, more than 20 percent of respondents cited the types of materials used in a product as an influencer over a purchase decision, another 10 percent expressed concern over the amount of waste caused, particularly in the food and beverage area, and four percent of respondents cited conservation goals as an issue that swayed their purchasing:

• “The earth is his future. This generation and the next to come will suffer the consequences of the abuse and over use of fossil fuels and earth’s natural resources. I would like to say I truly do my part knowing I am truly making a difference for his future but I know I can do more.” —Parent of a 4-year-old boy

Interestingly, 4 percent of parents named the high price of gas an environmental issue as well as an economic one that effects their purchasing decisions:

• “We tend to be purchasing less of any products unless they are 'needs.’ Due to the cost of food and gas right now we can’t afford all the extras.” —Parent of a 4-year-old boy
• “Every day I am swayed to not buy toys to save money for gas and bills.” —Parent of a 4-year-old girl
• “Every purchase I make for Austin is swayed by the environmental issues because I have to drive in my car to get there. This takes gasoline, which is very expensive and bad for the environment.” —Parent of a 5-year-old boy.

Though environmentally-driven purchase decisions are more prevalent in the food/beverage market, toys were specifically mentioned by parents as a category in which environmental issues effected their purchase decisions. Parents consider lead and other toxins—as well as packaging—an environmental issue:

• “When the 'lead paint’ issue started, I got a list of the toys and didn’t buy any of them for Christmas.” —Parent of a 4-year-old boy
• “I like to buy toys that do not include extra packaging, something already in a self contained box for storage or a plush animal. I hate the extra packaging that toymakers use ... especially the items that are tied with sharp wire into those hard-to-open plastic containers.” —Parent of a 5-year-old boy
• “I am trying not to buy as much stuff in general for my kids, especially little plastic toys since they just contribute to accumulation and waste.” —Parent of a 5-year-old girl
• “Environmental issues sway my decisions to purchase food for the family more than toys, but I do prefer to purchase toys made from wood (a renewable resource) ... we decided to not get Duplo/Lego blocks and instead picked wooden blocks from Melissa & Doug.” —Parent of a 4-year-old girl
• “I only purchase (coloring books) printed on recycled paper.” —Parent of a 5-year-old girl