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MOMS&MARKETING
The Global Moms and Marketing study
was designed to provide a globally
consistent view on the inadequacies of
marketing to women with kids.
We debunked a number of myths
about Moms that marketers have clung
to for too long.
And we identified a way forward to
enable brands to find clear strategic
territory with which to reposition
themselves.
W H Y W E D I D T H I S
W H A T W E D I D
We did a quantitative online survey
among 750 Moms in each region, plus
30-50 in depth ethnographic interviews
in those same regions.
We talked to Moms with children aged 0-17
in 8 different markets: China, Germany,
Italy, India, Mexico, UK, US
and US Hispanics.
Fieldwork was conducted between July 30th – August 24th , 2015
~
T H E I S S U E
Over 70% of women in the world aged
15yrs+ are Moms. That’s almost 2 billion
women.
More than 50% of these Moms feel
that marketers don’t understand them,
and are talking to their Moms.
O N A V E R A G E H A L F O F M O M S A G R E E T H A T M A R K E T E R S D O N O T U N D E R S T A N D T H E M
~
So approximately 1 billion women feel marketers have an
outdated and inaccurate view of them, and are not speaking to
them in authentic ways.
DO THEMATH
W E Q U A N T I T A T I V E L Y C O N F I R M E D T H E A T T I T U D E S W E D I S C O V E R E D I N O U R E T H N O G R A P H Y :
• It’s a work in progress, I always have
more to learn.
• I feel tremendous pressure to get
it right.
• My partner helps out, but I am the
family CEO, the designated worrier.
• I love my mum, but make no mistake,
I am not my mum.
• Marketers just don’t seem to get
me most of the time.
• Working Moms now are better role
models than stay-at-home Moms.
• We mother on a stage - social media
has changed the maternal landscape,
and provided a platform to showcase
my successes, my failings and foibles.
T H E G A P
H O W M O M S F E E L . . .
‘Toughest job in the world’
It’s all about caring and nurturing
Motherhood is sacred, she belongs on
a pedestal
Empathize by showing frazzled
drudgery, with the odd moment of
saintly pride.
‘I didn’t have kids because I wanted
another job’
It’s an emotionally complex
relationship
‘I’m real, flawed and still have the
idiosyncrasies that make me ‘me’.
‘I want even more...’
H O W M A R K E T E R S M A R K E T . . .
IT’S ABOUT BEING, NOT DOING
I D E N T I F Y I N G W H I T E S P A C E
We’ve found 9 UNIQUE ROLES based on
what Moms value, where we can connect
more meaningfully and more effectively
– with true empathy. And verified these
quantitatively, in 8 major markets.
Significantly, we found that Gen X Moms
and Millennial Moms do not differ in their
views on these roles.
W H I L E M O M S S P E N D M O S T O F H E R T I M E I N T H E C A R E R R O L E ,
T H E R E A R E 8 O T H E R R O L E S S H E C H O O S E S T O P L A Y .
CARER SAFE HOUSE RULE BREAKERPLAYMATE FRIEND ELDERHEROCOACH FAN
How mom spends most of her time (%)
FU RTH E R , S H E S E E S H E R S E L F A S TH E I DE A L P R OVI D E R
FO R A L L O F TH E S E R O L E S .
Role Division – Who ideally should perform the role? (%)
Mom Parenting Partner
CARER RULE BREAKERPLAYMATE FRIEND ELDERHEROCOACH FANSAFE HOUSE
Ideally spending more or less time on each role (%)
A N D H E R C A P A C I T Y I S E N D L E S S .
She wants to do more of each role
Less More
CARER RULE BREAKERPLAYMATE FRIEND ELDERHEROCOACH FANSAFE HOUSE
A W A Y F O R W A R D
We then mapped each of these
roles using a behavioral economics
mapping methodology.
We now have a deeper understanding
of the emotions and values connected
to these roles, and how to leverage
them for a brand.
Knowledgeable
T H E S E A R E T H E 8 A R C H E T Y P A L Z O N E S T H A T F O R M E D T H E B A S I S O F O U R M A P P I N G O F T H E M O M S R O L E S .
W E C A N S H O W Y O U W H E R E E A C H O F T H E S E R O L E S S I T O N T H I S A R C H E T Y P A L M A P , B Y R E G I O N , W I T H A L L T H E A S S O C I A T E D V A L U E S A N D E M O T I O N A L C O N N E C T I O N S .
W E C A N A L S O S H O W Y O U W H E R E Y O U R B R A N D S I T S O N T H E S E M A P S , A N D S H O W Y O U H O W T O O P T I M I Z E T H E D A T A F O R Y O U R B R A N D C O M M U N I C A T I O N S .
C O N T A C T U S T O F I N D O U T M O R E
Jeff Geisler,
Global CMO
Mary Catherine Mills,
Global Director of Strategic Intelligence
