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April 16, 2012

A joint iVillage and TODAY.com survey of parents about their attitudes on green living found that nearly all (94%) admitted they could do more to help the environment, but almost half (43%) say lack of money is the main reason holding them back.  An impressive 92% said they would recycle everything they possibly could rather than enduring a hypothetical 5% increase in property taxes.

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“This poll revealed what a lot of us parents already feel in our gut: we really want to do be doing more for the environment, but our busy lives get in the way of our best intentions,”  said Angela Matusik, iVillage Chief Content Executive.  “At iVillage, we talk about the issues we’re all facing — not enough time, strapped budgets — and share real life solutions for how we can live greener, healthier lives one step at a time, from finding ways to make easy eco-friendly changes to saving money on organic food.”

"'Green guilt' can be yet another stress for parents, but it doesn’t have to be," said Rebecca Dube, TODAYMoms.com senior editor. "Our survey finds that most parents are teaching their kids simple and economical ways to go green, from saving energy to buying less stuff.”

The “Eco-Confessions” poll also found:
-Plastic bags are the #1 eco-enemy, with countless respondents citing their use as the environmental vice they most want to change.  Two-thirds of parents (66%) believe they actually could stop using them.
-Nearly half of parents gave an “A” to the environmental education their kids get at school, while one in 10 characterized that eco-learning as “alarmist.”
-82% of those polled confirm they teach their sons and daughters to recycle and save energy, as well as explain why. One-third of parents take it a step further, and talk to their kids about global warming and keeping our planet safe.
-Almost ¾ of parents would prefer growing their own veggies in the backyard to buying more organic produce, and one in five respondents would take fewer showers rather than install a low-flow showerhead.

The iVillage - TODAY.com "Eco-Confessions" survey was conducted as part of NBCUniversal's Green Is Universal Earth Week, taking place through April 22.  Find more results at iVillage and TODAY.com.  Methodology: A survey of 1,000 parents with children under 18 living at home polled on iVillage.com and TODAY.com from March 27 to March 29.

About iVillage:
iVillage is the largest content-driven community for women online. Every day, women come to iVillage to connect, share advice, find life tools and engage in conversations that matter most to them in the areas of Pregnancy & Parenting, Health, Food, Entertainment and Beauty & Style. Additional businesses and brand extensions within iVillage include iVillage UK, Petside.com, Dinnertool.com, LifeGoesStrong.com, Astrology.com and GardenWeb.com.  Based in New York City, iVillage Inc. is part of the NBCUniversal Entertainment & Digital Networks and Integrated Media Group, which has a digital portfolio of brands that reaches 60 million plus monthly uniques. Join iVillage’s Facebook group at www.facebook.com/ivillage and follow us on Twitter at www.twitter.com/ivillage.

About TODAYMoms.com:
TODAY Moms is the award-winning mom blog of TODAY, where moms come to learn, share and discuss the hottest parenting news and issues that matter most to them. Join the conversation on Facebook and Twitter, too. 

Contacts: Maryellen Mooney, iVillage, 212-651-5198, Maryellen.mooney@nbcuni.com
Gina Stikes, TODAY.com, 212-664-7403, Gina.stikes@msnbc.com.

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