How do we make babies in Europe? - Kind - Jugend - 2008

Kind + Jugend 11 & 12.09.2008Kind + Jugend 11 & 12.09.2008

How do we make babies How do we make babies in Europe?in Europe?

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How do we make babies in Europe ? Kind + Jugend 11-12.09.2008

http://www.kindundjugend.com/

A CONFERENCE HELD BY L’INSTITUT DES MAMANS


I. Europe: a major potential market

II. Motherhood and the family in Europe: a multi-faceted reality

III. Focus on 5 key countries

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Germany: 11.545.61

9Austria:

1.303.701

Finland:

904.043

Denmark:1.015.017

UK:10.737.52

0

Sweden:

1.555.182

Belgium:

1.796.916

Netherlands:

2.971.600

Ireland:

869.76

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Italy:

8.303.032

France:

11.270.422

Greece: 1.595.0

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Portugal:

1.640.935

Spain: 6.400.1

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Source : Eurostat 2008

Number of children Number of children 0-14 years old0-14 years old

> 8.000.000 1.500.000 – 8.000.000 < 1.500.000

Total Europe Total Europe (27 countries):27 countries):

78.427.992

children under 14

Number of children

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Germany:

672,724 1.34Austria

: 77,9141.41

Finland:

58,8401.84

Denmark:

64,984 1.85

UK:748.563

1.85

Sweden:

105,9131.85

Netherlands:

185,057 1.71

Ireland: 64.2371.88

Italy: 560,010 1.35

France: 796.896 1.98

Greece: 112,042

1.38

Portugal: 105.449

1.36 Spain: 482.957 1.36

Source : Eurostat 2006 (except for Ireland and Belgium 2005)

National Center for Health Statistics

BirthsBirths

> 500,000 100 – 500,000 < 100,000

Total EuropeTotal Europe (27 countries):(27 countries):

5,223,139 births

• + 1.7% 2006/2005• Vs. 4.3 million in the US• 53% in France, UK, Germany, and Italy

Fertility rate: 1.5

Belgium:

121,382

1.72

Birth and fertility rateMore than 5 millions birthsLow fertility rates but disparities between countries

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Upon baby birth, parents make substantial expenditures:

In France:

36% buy a car 25% changes houses 33% purchase a digital camera 22% purchase a washing machine, …

Births : consumption booster

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Source: The barometer of the mothers of 0-36-month-old children – a survey of 2000 mothers -representative sample – Institut des Mamans



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France, the UK, Germany, Italy, Spain, Sweden… There are numerous differences between European countries in terms of the way motherhood is experienced and family life is organised.

II. Motherhood and the family in Europe: a multi-faceted

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1. One common denominator2. Different concepts of the family and

motherhood



The age for having the first child: increasingly late

As a result of female employment, the activity rate of mothers is higher and motherhood is increasingly planned:

Procreation is more difficult, increasing fertility treatments => precious births Higher income family

Average age to have a first child in Europe : 28.5 Mothers are oldest in the UK (29.7) and in Spain (29.2) French mothers are situated at the mean, with their first child

at 29 The youngest mothers are the Portuguese (27.1) and the

Belgians (27.6)

One common denominator

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(Source : Eurostat 2004)


Families and motherhood vary drastically among western EU countries with two opposing concepts, with significant consequences on populations:

Northern Europe vs. Southern Europe Tradition vs. modernity Strong family policy vs. minimal family policy

As well as national specificities…

Different concepts of family and motherhood

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Southern Europe Northern EuropeTradition Rate of births outside marriage is 10% in Italy and Spain, 3% in Greece

Modernity Rate of births outside marriage is 55% in Sweden, 65% in Iceland

Mothers are responsible for childcare Fewer resources allocated to family policies: 0.68% of GDP in Spain, 1% in Italy Fewer family allowances: average of €189 for Italy, Portugal and Spain Fewer childcare structures (including pre-schools) No paternity leaveBirth => income drop (mothers stop working or parents have to finance childcare)

Childcare: a family and governmental issue Significant resources allocated to family policies: 3% in Sweden Higher family allowances: €936 in Sweden More childcare structures (including pre-schools) Significant paternity leave: 2 months paternity leave in SwedenBirth => less impact on income and mothers’ employment

Low fertility rate Fertility rates are 1.35 in Italy, 1.36 in Spain, 1.36 in Portugal, 1.38 in Greece

High fertility rate Fertility rates are 1.85 in Sweden, 1.85 in Denmark, 1.71 in the Netherlands

Different concepts of family and motherhood

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Demographic, social, cultural and economic disparities as well as national specificities have a major impact on the way motherhood is experienced in Europe.

These national peculiarities are illustrated in the representations of motherhood / the family in the press aimed at parents

To summarize…

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1. France

2. UK

3. Germany

4. Italy

5. Sweden

Focus on 5 flagship countries

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The French mum has her first baby at aged 29 This figure is increasing

One birth in two takes place outside of marriage

She has 2 children on average but wishes she could have 2.7

At the age of 2, more than 1 child in 3 is in school. All children are in school from aged 3

Main form of childcare used by women who work: 60% paid childcare service22% by the family, friends or neighbours

The birth of the 3rd child leads to a major drop in activity levels (from 67% to 36%)

(Sources : Institut de veille sanitaire, 2005 Report / CNAF Study Dossier 2004 / Eurostat 2004 / Francoscopie 2007 / European Interactive Advertising Association EIAA, 2006 / Insee 2007)

1. France: European baby champion!

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Enfant Magazine Parents Famili Psycho Enfants 9 mois Maman ! Milk ...

Press aimed at parents in France

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The never-ending discourse on total accountability and perfect education. Idealized representations of women presented as the sole person responsible for ensuring their child flourishes.

Some advertising and editorial trends

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Some advertising and editorial trendsThe never-ending discourse on total accountability and perfect education. Idealized representations of women The myth of original motherhood, the theme of purity, a return to the source

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Some advertising and editorial trendsThe never-ending discourse on total accountability and perfect education. Raise the perfect child : Balanced growth, faultless nutrition

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Some advertising and editorial trendsThe never-ending discourse on total accountability and perfect education. Raise the perfect child : Balanced growth, faultless education

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Some advertising and editorial trendsConfirmation of discourse to make mothers feel less guilty, encouraging them to delegate and let go. Widespread promotion of personal services (baby-sitting, tutors, domestic help...) and substitution strategies.

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The British mother has her fist child aged 29.7 and has an average of 1.85 children

The activity rate of women drops with the arrival of a child

With no children under 12, 83.2% work full time, while with one or more children under 12, this figure is 61.8%

The level of activity decreases still more markedly after the birth of the 3rd child

Recourse to part-time work is relatively high (36.2%)

Maternity leave was increased to 9 months this year

(Sources : Eurostat, 2006-2004 / CNAF Study Dossier 2004 / Insee 2007 / OECD Labour Force Statistics and OECD Family Database, 2005)

2. UK


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Press aimed at parents in Britain


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I’m Pregnant Magazine Parenting Baby and Pregnancy Your family

Pregnancy & Birth Junior Magazine Mother and Baby Family Magazine


Some advertising and editorial trendsMore realistic, human and diverse representations Far removed from slick, idealised representations, we can see a clear desire for realism, as can be seen in the numerous first-person accounts and the portrayal of “real mothers”.

Greater visibility for mothers and babies from ethnic minorities.


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Some advertising and editorial trendsMore realistic, human and diverse representations Realism that sometimes borders on the politically incorrect (pregnant women smoking or with a glass of wine in their hand).


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Some advertising and editorial trendsAdvertising discourse, playful and humorous.... Pragmatic and distanced in terms of the "difficulties" of the role of the parent and the nature of children


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Some advertising and editorial trendsPredominance of safety-based discourse and a clear desire for control The fight against domestic risks, eradication of germs, bacteria and allergens: British advertising discourse is characterised by the desire to have total control over the baby’s environment.


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Some advertising and editorial trendsPredominance of safety-based discourse and a clear desire for control Anecdotic, but still revealing of a desire to be in command and control: the advertising of a punishment monitoring system! (Time out pad)


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Some advertising and editorial trendsAdvertising discourse that is also capable of being playful and humorous In parallel to the very much “first degree” safety-based discourse shown earlier, many British advertisements are characterised by their humorous tone which is both playful and distanced.


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The German mum has her first baby aged 28.8 and has an average of 1.34 children

A major decision in terms of access to full-time employment for women with children:A level of activity that drops sharply with the arrival of the first child:

With no children under 12, 79.5% work full time, while with one or more children under 12, this figure is 60%More frequent recourse to part time with the first child

Children attend school from the age of 3

(Sources : Eurostat 2006-2004 / CNAF Study Dossier 2004 / OECD Labour Force Statistics and OECD Family Database, 2005)

3. Germany


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Familie and Co Leben & erziehen Junge Familie Spielen und lernen Baby & Gesundheit Kind & Gesundheit Kid’s wear Luna

Press aimed at parents in Germany


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Some advertising and editorial trendsThe family unit at the centre of advertising and editorial discourse This omnipresence of the theme of the family is illustrated both in terms of magazines for parents (Junge Familie, Familie & Co…), and in terms of advertisements that are vehicles for often idealised representations of the German family unit.


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Some advertising and editorial trendsValue placed on the educational missions of mothers as “teachers” A particularly high value is placed on the educational mission of the mother by the German press aimed at parents, which provides multiple representations of mothers who are part of and attentive to their child’s progress.


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The Italian mum has her first baby aged 28.3 and has an average of 1.35 children (one of the lowest levels in the EU)

The level of activity for women is among the lowest: With no children under 12, 60.4% work full time One woman in two (49.7%) with one or several children under 12

works full time The birth of the 3rd child leads to a major drop in activity levels

Little-developed access to part-time work (15.2%)

The family, friends and neighbours remain the preferred childcareproviders (37%)

(Sources : Eurostat 2006-2004 / Insee 2007 / CNAF Study Dossier 2004 / OECD Labour Force Statistics and OECD Family Database, 2005)

4. Italy


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Donna & Mamma Insieme Nove Mesi Primi Anni Gioca & Cresce Post Parto Vogue bambini

Press aimed at parents in Italy


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Some advertising and editorial trendsRepresentation of a “complete” woman Italian mothers tend to affirm themselves as complete women: Donna & Mama. They bloom with motherhood but do not want to let go of their power of seduction or their professional success (which results in some representations that are sometimes enhanced and idealised).


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Some advertising and editorial trendsA mother / child relationship that is symbiotic and sensualThe representation of the bond between the Italian mother and her children is marked by a very physical and symbiotic dimension: lots of “skin to skin” photos (which are seen much more rarely in Germany) with faces close together and radiant, etc.


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Some advertising and editorial trendsThe mother placed at the center of the familyWhile the birth rate in Italy is one of the lowest in Europe (1.28 children per woman), many advertising campaigns depict mothers surrounded by a flock of children, giving them the symbolic central role.


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The thinktank of Europe on parenting issues and motherhood

Creating the environment to make it easy on the mother/parents :

Maternity leave in Sweden lasts for 15 months during which time the father or the mother receive 80% of their salary

2 months are reserved exclusively for the father and 1 father in 6 shares parental leave equally

Children can go to pre-school centres from 1 year old

The number and age of the children has no real influence on the level of activity of Swedish mothers, which remains very high (+ 80%)

Next issue : encouraging mothers to have their first child earlier

5. Sweden


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Vi Föräldrar (“We, Parents”) Vi Föräldrar / Gravid (“Pregnant Woman”) Vi Föräldrar / Vanta Barn (“Young Mother”) Vi Föräldrar / Nyfödd (“Newborn”) Vi Föräldrar / Första Aret (“First Year”) Vi Föräldrar / Baby Vi Föräldrar / Junior

Swedish press aimed at parents


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There are clearly numerous demographic, social and There are clearly numerous demographic, social and economic disparities that have an impact on the way economic disparities that have an impact on the way

motherhood is experienced in Europe. motherhood is experienced in Europe.

To summarize…


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The importance of taking country-specific aspectsThe importance of taking country-specific aspectsinto accountinto account

To get optimal results and more value added fromTo get optimal results and more value added fromyour market researchyour market research


Mother and children expertsMother and children experts in major European countries for qualitative and quantitative research

Access to over 450,000 mothersover 450,000 mothers of children aged 0 to 12 years in the main European countries to conduct multi-country studies.

By way of example, the table below shows the number of mothers available to contact in the following countries:

France UK Germany Spain Italy Sweden0-24

MONTHS0-12

YEARS0-24

MONTHS0-12

YEARS0-24

MONTHS0-12

YEARS0-24

MONTHS0-12

YEARS0-24

MONTHS0-12

YEARS0-24

MONTHS0-12

YEARS

35,000 120,000 36,000 118,000 25,000 64,000 14,000 40,000 26,000 47,000 66,000 96,000

Our european network


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IDM – Institut des Mamans2, rue Balny d’Avricourt 75017 ParisTél. : + 33 (1) 40 53 09 10

Virginie Foucault-Rougé[email protected]élène [email protected] [email protected]

www.institutdesmamans.com

Pour en savoir plus, pour une analyse spécifique, des résultats sur-mesure

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http://www.institutdesmamans.com/


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How do we make babies in Europe? - Kind - Jugend - 2008