With the ravages of climate change, global warming, pollution and deforestation manifesting globally and impacting children’s physical and mental well-being, a growing number of parents are switching to consciously purchasing green eco-friendly products, writes Aruna Raghuram Upper middle class and elite parents spend a great deal on child care and nurturance — from infant care products, toys, and books to clothes, footwear and food. The Indian baby care products market is currently valued at an estimated $15 billion (Rs.118,950 crore) and is expected to grow to $40 billion by 2029. A 2019 survey by Prodege, a marketing and consumer rights platform, found that 65 percent of Indian parents spend up to Rs.700 per month on children’s toys. As parental spending on child care and nurturance is witnessing an upsurge, the probability of nexgen parents buying green products is also rising. In particular over the past decade and especially after outbreak of the Covid-19 pandemic, parents are becoming increasingly aware of the need to buy eco-friendly and sustainable products. With the ravages of pollution, climate change, global warming and deforestation manifesting globally and impacting children’s physical and mental well-being, a rising number of parents are switching to consciously purchasing green, eco-friendly products. According to the Consumer Intel Report 2021 of Vericast, a leading US-based marketing solutions company, millennial parents are switching to purchasing chemical free, organic products and want their children to come of age on a clean and green planet. The report reveals that 72 percent of millennial parents are more likely to be loyal to a brand or store that follows sustainable and ethical green practices; 63 percent are willing to pay more for eco-friendly products and 51-57 percent are more likely to buy from a company that offers sustainable products and uses organic or natural materials. Some popular child care products gone eco-friendly are cloth nappies (cf. synthetic), wooden/bamboo toys (plastic), non-toxic and biodegradable play mats (plastic), soft toys made from organic cotton (polyester), and biodegradable wipes. “Woke parents are becoming increasingly aware of the need to buy and use eco-friendly products which are safe for children and good for mother Earth. With pollution, climate change and destruction of natural habitats posing a grave risk to the future of the planet, parents have to do all they can to reduce the carbon footprint through their purchase decisions. Their mantra should be Reuse, Recycle, Reduce, and Refuse. Parents should refuse to buy things that are not needed to limit runaway consumption and consumerism,” says Divya Namboothiri, programme officer at ENVIS (Environmental Information System), a resource partner of the Ahmedabad-based Consumer Education and Research Centre (CERC) which focuses on educating the public about sustainable products and eco-labelling. According to Namboothiri, some eco-friendly products Indian parents should opt for include bamboo tooth brushes, organic soaps, steel tiffin boxes and water bottles, recycled paper books, cloth bags, and reusable copper straws. “For parents buying organic products is no longer an option, it should be the preferred choice, if they want their children…
