Want a stroller? Peruse the online kid gear marketplace reCrib. Prefer using an app? Meet Kidizen. Who's buying all this for their wee ones? "We are pretty broadly represented from young moms, 25 to 49, and even have a good segment of grandparents, especially grandmothers," says Rich Lesperance, chief marketing officer at Swap.com, which lists over half a million children's items on its virtual marketplace. Similar demographics were echoed by other industry insiders. The factors motivating these mamas and nanas to shop this way, however, are multifaceted. "Families want to be more socially conscious, they want to be more green and practical," says Lisa Batra, founder and chief executive of My Kid's Threads, a consignment website that specializes in upscale kid brands. An eco-friendly aptitude is part of it, as clothing waste is rampant in the U.S.: According to the Environmental Protection Agency, over 8 million tons of clothing and footwear were landfilled in 2014.
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