2. AGENDA
1. BACKGROUND
2. COMFORT NEED
3. CHALLENGE NEED
4. INFORM NEED
5. SHARE NEED
6. INSPIRE NEED
7. ADVERTISER RECOMMENDATIONS

3. WHO IS THE MUMENTUM MUM?
1. SHE IS ONE OF 6.4 MILLION MUMS IN THE UK TODAY
2. SHE’S A MOBILE SAVVY SHOPPER
3. SHE’S A POWERFUL CONSUMER FORCE WITH SPECIFIC NEEDS

4. Mums represent one of marketing’s most
important audiences
Survey on how motherhood has
affected their needs, both now
and in the past through Time
Inc. Origin Lounge community
Qualitative Research with
Future Thinking to dive deeper
Media measured against a set
of human needs
TIME INC AND SMG ASKED
MUMS WHAT THEY NEED
1
2
3

5. Q: Thinking specifically about being a mum today,w hich of theseneeds are MOST important toyou right now. Please select and rank your top five
COMFORT WAS THEIR NUMBER
ONE NEED, SURPRISED?

6. feel like being
a mum is harder
today than it was
for their own
mums.
61%
“I guess mums are bad for making themselves
feel guilt regardless, aren’t they.”
To work or
not to work
Importance
of being an
individual
Rise in child
obesity
Having
nights out
with friends
Competition at the
school gates
Developing and
nurturing hobbies
and outside
interests
Academic
pressures on
children
Keeping sexual
spark with
partner
MUMS STILL LIVE IN A GUILT
RIDDEN WORLD

7. SHE KNOWS BEING A
“SUPERMUM” IS FICTION
Octo-mum is no more…
There’s some days where you feel you can do everything,
then there’s the other days where you just think, ‘No, that’s it
for today. For today, this 24 hour period, I am done.’”
There are some mums that think they’re
Supermum but I don’t think that Supermum
exists. We can’t be Supermums. You can’t do it all.”

8. SHE ALSO KNOWS THAT SHE
IS DOING GREAT AT HER
NUMBER ONE ROLE
Being there emotionally for her kids
I always try to be there to put the
children to bed. Once they’re
asleep, it doesn’t matterif I’m sittingin
a custody suite interviewing a murderer
at 4am, they’re none the wiser.”

9. SO HOW CAN WE DELIVER GREATER
LEVELS OF COMFORT
56%
Relax
55%
Secure
46%
Content
HOW MUMSDEFINE
“COMFORT”
ROLE FOR BRANDS
Facilitate
‘Time out’
Provide
reassurance
Enjoy
Family time
COMMS IMPLICATIONS
Create content or experiences
to be used in relaxation
moments
Create opportunity for honest
conversation in safe
environments
Look for ways to celebrate
time together

10. HOW TIME INC AND SMG
HAVE DELIVERED COMFORT
ESSENTIALS PRINT COMPETITION BRAND CAMPAIGN GTK ONLINE EDITORIAL

11. BEYOND COMFORT THERE
ARE FOUR KEY NEEDS
“Seek ways to
challenge myself”
Provide places and challenges
as a woman beyond being
mum
“Seek ways to share my
thoughts and opinions
with others”
Allow her to be listened to through
her networks
“Seek
inspiration”
Motivate with belief systems to
inspire her to be the best she
can be
“Seek
information”
Arm her through information and
control
1 2
3 4

12. 91% SAY IT IS IMPORTANT
TO HAVE A LIFE OUTSIDE
OF BEING A MUM
64% believe it is important to make time for
their partners away from the kids, to have
time just the two of them rather than the
whole family
78% say it is important just to take time out
to have a laugh and let their hair down
with their friends
Sally
Doing my musical theatre is me-time. I’m not mum,
I’m just Sally. It’sstraight into singing and dancing
for 2 hours.”
Friend
When my youngest was born, my best friend didn’t
have children and walked in and stated talking
about anything that was in trashymagazines and I
was just hooked. Yes, tell me more”. She’s like, “I
need to know about the baby” I went, “No, you
tell me more about what’sgoing on in the world
outside of here.”
Wife/Girlfriend
You know, you need time just to have you two
together, as you say, to nurture that relationship,
and discuss things that aren’t just home and family
all the time.”
Katy’s Mum

13. FOR MANY, WORK REPRESENTS
A CHANCE TO BE A WOMAN,
NOT JUST A MUM
Yet when it comes to work they feel the
guilt if they do or they don’t
“I retrained and my job’s okay. I can’t say I love it,
but it gives me the opportunity to do that when the
kids are at school. have a more balanced life now.”
TO WORK – Guilty of not spending
enough time with the kids
“I definitely do feel almost sense of embarrassment
saying to people, ‘I’m not going back to work.’”
TO NOT WORK – Guilty of throwing
away her education and skills
Say they now
spend less
hands-on time
with their
children
40%

14. GOING TO WORK ISN’T
SOLELY FOR THE MONEY.
It is as much about nurturing the soul…
I have a very goodjob, which I
really love. It makes me Suzanne rather
than mum and that is important.”

15. SO HOW CAN WE PROVIDE CHALLENGES FOR MUMS?
66%
Progress
28%
Awaken
21%
Re-invent
HOW MUMSDEFINE
“CHALLENGES”
ROLE FOR BRANDS
Help capture &
record life
Ask, suggest,
don’t tell
Speak to the
woman. Not
the mum
COMMS IMPLICATIONS
Use (visual) social media to mark
important moments/achievements
Provide interesting content and smart
solutions open for discussion
Provide learning/entrepreneurship
opportunities

16. HOW TIME INC AND SMG HAVE
DELIVERED CHALLENGE
CAMPAIGN: LOOK, NOW, MC
GTK ONLINE EDITORIAL

17. CHALLENGES FEEL EASIER WHEN SHE IS
INFORMED AND IN CONTROL
5 years ago mum was getting control by micro-managing all aspects or ‘arms’ of her life
– she was OCTOMum
82%
of retail
businesses
say they
don’t really
concern
themselves
with
mobile
48%
get alerts on their phone from their child’s
school
66% keeping track of their children’s whereabouts
on phone
81% using internet for parentinghelp and advice
71% use mobile and tablet apps to manage daily
life
Now the smartphone has transformed this – it’s
keeping her educated and informed and
increasing her control both as a parent and as
a woman
*Barclays research 2015

18. IN FACT HER SMARTPHONE
OFFERS SO MUCH
CONTROL IT’S BECOME
ABSOLUTELY VITAL
Mums now behave like millennials when it
comes to their mobiles
I recently dropped my iPhone down the toilet.
This is how I felt, I felt like watching your best
friend fall off a cliff and knowing they’re going
to die at the bottom.”
Yes, I use [my phone] regularly, Just that
lifeline. Everything is done via a quick text,
email.”
I use it for everything, I do all my banking on my
phone. Facebook, e-mails, I’ve got EBay on
here, WhatsApp, my calendar, my photos and
a Passbook. My life is all in here.”
keep their
mobile
turned on
24/7
take their
mobile to bed
with them
71% 65%

19. SO HOW CAN WE GIVE MUM ALL THE
INFORMATION SHE NEEDS
71%
Educate
49%
Update
35%
Detail
HOW MUMSDEFINE
“INFORMATION”
ROLE FOR BRANDS
Provide useful
tips and tricks
Give real time
information
Make it easy to
find out more
COMMS IMPLICATIONS
Create bite size, content deep
experiences
Mobile alerts and visualisations
that are utterly relevant
Give clear direction – usually to
owned assets

20. HOW TIME INC AND SMG HAVE
DELIVERED INFORMATION
GTK ONLINE EDITORIAL CAMPAIGN: PMU, NOW,
ESSENTIALS
COZI APP SPONSORSHIP

21. RELATIONSHIPS REMIND
HER SHE IS DOING FINE
And friendships are in many ways the new
family and the new soap opera
On Facebook it’s nice to know that people,
university friends, school friends, extended
family that you don’t speak to, you still know
what’s going on in their life.”
80% find social media as a way of staying in
touch with family and friends has increased
in value to them since having children
In 2014 there were 2.0 million lone parents
with dependent children in the UK. Women
accounted for 91% of lone parents with
dependent children*
Distance from grandparents
*ONS 2015

22. SO HOW DO WE GIVE HER MORE WAYS
TO SHARE?
45%
43%
Exchange
37%
Confide
HOW MUMSDEFINE
“SHARE”
ROLE FOR BRANDS
Enable
recommendation
Provide
opportunity for
skills/items swap
Create safe
environments for
conversation
COMMS IMPLICATIONS
Share brand or peer expertise
in owned and earned assets
Swapping schemes for mums
to help each other
Connecting women to others
like them
Advise

23. HOW TIME INC AND SMG HAVE
PROVIDED SHARING OPPORTUNITIES
P&G WEBSITE
YOUR SAY: ONLINE GTK EDITORIAL
KINDER CAMPAIGN: GTK
MOBILE AND MOBILE

24. MUMS ARE OUR MOST
IMPORTANT AUDIENCE,
AND YET ADVERTISERS
AREN’T HELPING
Advertising has failed to keep
up with the societal changes
in mums and does not attune
to many of the needs that are
important to women about
feeling connected and
having a sense of belonging
“I don’t recognise
myself in any of the
ads that portray
mums.”
“If you’re a working mum, they assume
you’ve got a nanny or loads of
childcare or if you’re a stay-at-home
mum you do everything. I don’t think
either of them are like that really.”
“I would say
there’s a bit of a
negative slant
towards mums.”

25. MUMS WANT TO FEEL
INSPIRED TO BE THE BEST
WOMAN AND THE BEST
MUM SHE CAN BE
One ad gave her the message she
needed to hear:
There’s that commercial,I
think its for baby’s milk.It
shows a completelychaotic day
and at the end it just says ‘you’re
doing great.’”

26. HOW TIME INC AND SMG HAVE
DELIVERED INSPIRATION
CAMPAIGN: CHAT, PMU,
WOMAN, ESSENTIALS, W&H ESSENTIALS PRINT EDITORIAL

27. SO HOW DO WE GIVE HER MORE WAYS TO FEEL
INSPIRED?
58%
37%
Energise
36%
Create
HOW MUMSDEFINE
“INSPIRE”
ROLE FOR BRANDS
Give encouraging
prompts
Enhance uplifting
moments
Make It easy to try
new things
COMMS IMPLICATIONS
Identify trigger moments and
give the right ‘nudge’
Be transformative in emotive
spaces. Music, sport etc.
Provide guides and tips to help
Mum in all her guises
Motivate

28. 7 THINGS ADVERTISERS AND BRANDS NEED TO DO TO
ENGAGE WITH MUMENTUM MUMS
1. Recognise that mums don’t fall into the two extremes
2. Facilitate and promote relaxation moments for mum
– media mindfulness
3. Provide ways for mum to celebrate her own time
and time with her friends
4. Create safe environments for conversation where
mum can meet, and learn from, women like her
5. Give mums the opportunity to challenge themselves
through learning and personal development
6. Create bite size content to inform and educate
mums that fits around their busy schedules
7. Prioritise mobile comms

29. THANK
YOU, ANY
QUESTIONS?