A greener planet begins under the kitchen sink

BigGreenPurse.com urges women to spend more on Earth-friendly products.

from the April 12, 2007 edition

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Ask 'Where are the organic apples?'

MacEachern urges women to be more assertive. Noting that she shops at a variety of stores, from Safeway and Giant to Trader Joe's, Whole Foods, and farmers' markets, she says, "If I don't see what I want, I'll talk to the manager. I'm not shy about saying, 'If I don't see it here, I'll have to go someplace else.' They never say, 'Go, then; take your business elsewhere.' It's empowering to ask a produce manager, 'Where are those organic apples?' "

Women do not have a lock on green shopping, of course. Renee Miller, president of an advertising agency in Los Angeles, says that she and her husband have started paying attention to what goes into products – soaps, shampoos, conditioners. "Dyes and chemicals can be very harsh on the environment. We look for things that are more environmentally friendly."

Women and men also have another responsibility: teaching the next generation. Referring to her teenage son and daughter, MacEachern says, "We took them to see the Al Gore film. They recycle. And ... they learned to drive on a hybrid."

As MacEachern mobilizes "purse power," she sees reason for optimism. "Women are definitely ready to make a difference," she says. "They just want to be sure they're making the right difference."

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