New Study Shows Companies Are Not Marketing to Moms Properly

by Whitney Trujillo July 11, 2018
mom holding young child

Advertisers are missing the mark when trying to market to moms, who represent a whopping $2.4 trillion market. A new global survey by Saatchi & Saatchi revealed that 51 percent of moms feel most advertising directed at them is outdated, doesn’t understand their needs, and doesn’t connect with them. Respondents said they are not fond of marketers who position motherhood as a job, or refer to it as “the toughest job in the world.”

It’s important for marketers to pay attention. Moms are a key consumer niche, with 64 percent of mothers asking other moms for advice before they buy a new product.

The study, called “Moms and Marketing: IRL (In Real Life),” surveyed 8,000 mothers across the U.S., UK, China, Germany, Italy, India, and Mexico.

“Motherhood is about being, not doing,” said Mary Mills, Saatchi & Saatchi Director of Strategic Intelligence. “Sure, there is a lot of ‘doing’ involved, and we aren’t saying otherwise. But the aim of every mum is surely to be a good mother, not to do well at motherhood.”

She advises that marketers “avoid the ‘happy housewife,’ the one-dimensional caretaker, the striving perfectionist,” she said. “Motherhood is not an innate ability, and moms feel they never quite nail it, so remind her that mastery is not required.”

Instead, marketers ought to focus more on the notions of caregiving, coaching, elders who guide children through life, and moms as possessors of wisdom to be passed on to kids, the survey revealed.

To gain more insight into the mom market and connect with mothers in an authentic way, look to specialized agencies like Luminary Digital to point you in the right direction.

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