Boy, is your marketing going to have to change.
A just-released study from the Pew Research Center indicates that the demographics of motherhood are changing in important ways – ways that should influence how you will advertise and market to this segment of customers.
- Between 1990 and 2008, the percentage of mothers younger than 20 dropped from 13% to 10%
- In the same time period, mothers older than 35 grew from 9% to 14%
- The Hispanic mother segment grew from 14% to 24%
- The Asian mother segment grew from 3% to 6%
- The percentage of married mothers dropped 13% – from a high of 72% in 1990, to only 59% in 2008
And (politics aside), population trends show that it’s likely that by 2050, 82% of the nation’s population growth will be accounted for by immigrants who arrived in the U.S. after 2005 (along with their descendents).
You’re going to have to start looking at the life stage these older mothers are in when having babies, which is much different than when they’re in their early 20’s. Time horizons change, and you’re going to have to do a strong job of persuading her that you are a long-term brand she’ll love.
You’re going to have to learn about cultures different from your own (especially if you’re Caucasian) and create new ways and new messages that make you relevant in the customer’s life. It won’t be enough (hey, it isn’t enough NOW) to simply translate your message into Spanish. You will have to read and learn about Hispanic culture (just to name one), think about the values of that culture and how it views the concept of “family.” Believe me: it’s going to require a whole new set of messages.
More and more, you’re going to have to fit into her life, not shout at her that she has to fit into yours.
Now is the time to start thinking about how your “marketing to moms” strategy is going to have to change. If you do, and if you keep working at it, you’ll definitely be able to navigate an unavoidable curve in the road ahead.