Like all consumers, today's moms are navigating rapid societal change. As family planners and gatekeepers of their children's purchases and online content, their influence as consumers is more significant than ever.
Like all consumers, today’s moms are navigating rapid societal change. As family planners and gatekeepers of their children’s purchases and online content, their influence as consumers is more significant than ever. Balancing the demands of work, family and personal aspirations, they seek brands that understand their unique challenges and priorities. But the permutations of individual circumstance and possible economic futures mean that brands must also be agile enough to meet moms’ changing expectations.
Moms are not a monolith; from educational priorities to marketing strategy to the signifiers of trust in social media influencers, their needs and preferences vary widely based on factors like age, financial situation and values. However, common themes include: a desire for convenience that frees up mental space, a focus on their children’s future success and a cautious approach to digital content and advertising. Brands that succeed in connecting with moms are those that position themselves as allies, not just for their immediate needs, but also for the future their children will grow into.
This report is written by Hiro Takemasa, Senior Consumer Lifestyles Analyst at Mintel. Hiro draws from more than a decade of experience in marketing, R&D, regulatory and market research in CPG and specialty chemical industries. Hiro has an MBA in Marketing & MS in Biochemistry from the University of Illinois.
Moms, reacting to the fast pace of societal change, need help and understanding from brands, from time and mental load management to guidance on their children’s future.
Hiro Takemasa
Senior Consumer Lifestyles Analyst
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