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A new white paper titled “The Rise of the Real Mom” has just been published by Advertising Age. Compiled and written by journalist Marissa Miley and Ann Mack from J. Walter Thompson, the paper is a thoughtful first look at who today’s mom really is and what she really wants.
The report is filled with statistics, including a 48-year comparison on education, purchasing power, and wages. It contains numerous charts on purchases by category, and even breaks down daily responsibilities by gender.
In addition to emphasizing a continuing upward trend in terms of purchasing power, Miley and Mack spend a solid portion of the paper discussing the internal values of today’s mom – her thoughts, ideals, and challenges. While handcuffed to painting a broad-brush picture of today’s mom, the authors still do an excellent job of digging a little deeper in order to give marketers and business owners a fresh look at this very powerful group of consumers.
… she wants brands to catch up. In plainer terms, she wants products and services that provide value to her and her family – and that give her permission to be imperfect and recognize her identity outside of being a mom.”
For anyone who wants to know more about today’s mothers, “The Rise of the Real Mom” is a fantastic place to start. You can download the white paper here, for free.
Michele Miller is a writer, speaker, and consultant on ways to capture the heart of the female customer. The co-author of The Soccer Mom Myth, she consults with businesses of all sizes across North America
Yep, that’s my wife. She would love the products to catch up to her lifestyle and recognize that function and durability are first most important followed by fashion.
Doesn’t that line “give her permission to be imperfect” just amplify the Civic generation mindset?
Great point, Phil – it certainly does! And tell your wife she’s not alone – there are several million women out there waiting for the same thing.
Then why aren’t more companies getting this? It seems like they either try to go chic or cheap (or both) which is as far from what my wife wants as possible.
Are there any companies that ‘get it’?
“Nearly half of women we surveyed said finding
balance between family and career is “a joke” for working women.”
Wow. This is interesting stuff … thanks for sharing it!
Awesome value. When marketing to anyone, we have to do our research and get into their own shoes and see what we are offering as matching what the needs are.
Thanks,
Iyabo