Concern for their children’s futures
Parents are worried about their choices: 75% say that they worry about the environmental impact their choices will have on their children's futures.
Three quarters (74%) say they think they're doing too little in terms of living an environmentally sustainable lifestyle and that sustainable behaviour is much harder as a parent, with many noting barriers that make it difficult for them including parental pressures, time and convenience.
What are the challenges for parents when it comes to sustainability?
The majority (78%) of parents say the pressures of parenthood make sustainability more difficult, with 88% saying they'd be more sustainable with a baby if it was more convenient. 76% agree it should be the responsibility of manufacturers and brands, not parents, to make sustainability easy.
87% say that, for them, sustainability is a series of baby steps, rather than one big action, and 82% agree that although they try to be sustainable, they find it difficult to do so all of the time.
Parents' desires for easier sustainable living
Parents want to be able to achieve sustainable lifestyles easily: 94% say they wish it was easier to live sustainably and 91% say they want sustainability to be so easy that they don't have to think about it.
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What MAM and Mumsnet say
Lisa Parkhill, managing director of MAM, says, “We know parenthood can be overwhelming and having the added pressure of protecting the environment when juggling lots of challenges can get too much. But it is the little baby steps we choose together that makes a big difference.
“As a brand, we’ve made big strides to be more sustainable. It’s taken almost a decade of intensive research and new scientific breakthroughs to bring to market a high quality, eco-friendly carbon-neutral soother. Nearly two thirds (63%) of people asked didn’t know sustainable soothers existed. Now, we can soothe parents’ environmental anxieties at the same time as soothing and calming babies.”
Justine Roberts, Mumsnet co-founder, says, “Having children brings the future of the planet sharply into focus, so it’s no surprise that the majority of parents are willing to make sacrifices in order to be more eco-friendly. But the pressures of parenting can sometimes make sustainable choices more difficult. Anything brands like MAM can do to make those choices easier is a good thing - for parents and for the planet.”
About the MAM Original Pure Soother
The MAM Original Pure Soother comes in a unique steriliser box which is great for use on the go. The box and soother are made of bio-renewable material which can be traced back 100% to renewable raw materials.
Sterilising the soother could not be simpler or greener. By simply adding water and microwaving the steriliser box for three minutes, up to 77% of CO2 emissions are saved compared to other methods.
Innovations at MAM have resulted in the business incorporating safe, renewable raw material sources that are 100% traceable along the supply chain in terms of environmental and social standards. MAM is also committed to extending its carbon-neutral credentials across other products in its portfolio next year.