Talkin’ ‘Bout … My Genera4on Stacy DeBroff! October 19, 2011!
BO Free-‐spirited, experimental, yet also loyal. 19O 46 M Vietnam, Watergate, Women’s Rights, -‐ E Transistor Radios 19 64 R “Me Genera$on” S GE Latch-‐key kids, self-‐reliant – not into labels. N 19-‐ Resist paren4ng/family models of mother’s 65 -‐ X genera4on. End of the Cold War, AIDS, Atari, 19E Space ShuWle Challenger, War on Drugs 76 RS “Deﬁant” GE Op4mis4c, entrepreneurial, conﬁdent. 19N -‐ Digital na4ves – live online, communicate via 77 -‐ Y email/text not phone. Terrorism, Gulf War, 19E Y2K, 9/11, Facebook 92 R S “En$tled”
M In April 2011, we surveyed 900+ Moms: ¥ W H ¥ Gen Xers E E ¥ Gen Yers N ¥ Boomer Moms T & W H ¥ All with kids under 11 years old ¥ Survey took 45 minutes to complete H O O D ¥ Moms answered 90+ in-‐depth ques4ons about their O abtudes toward: L ¥ Paren$ng & being a Mom A B O ¥ Use of social media & technology O U T G How they want to engage with brands Y ¥
Impact On Mom’s Purchasing Decisions In-‐person Mom Friends Spouse/Partner Product Ra4ngs/Recommenda4ons Recommendation Personal My Online Mom Friends Culture! Retail Stores Mom Blogs Child Experts (In-‐Person) Online Paren4ng Sites My Mother Books Cost-‐Saving Emails Online Online Online Brand/Company Website Connectivity! Direct Mail Child Experts (Online) Email NewsleWers Print Magazine Ar4cle/Ad/Review TV Adver4sing ! Online Magazine Ar4cle/Ad/Review ! TwiWer Tradi$onal Newspaper Reviews Online Targeted Ads on My Social Network Newspaper Reviews ! Celebrity Moms Radio Ads ! !
G A E G N E E S R A 1! 2 & S T T I A O G N E S S
Core Paren4ng Values Converge “would rather stay at home1! instead of forging ahead on their career path”!! “would forgo a bigger paycheck to spend more time with their kids”!2 ! “say contentment in kids trumps future success”!3 ! “put parenting ahead of their marriages”!4
What Makes a Great Mom? “Spending quality time1! with my kids.”! “Raising children with2 good manners.”! “Setting boundaries and3 keeping them.”!
“I Feel So Guilty… …about being short-1! tempered with my family”! …because I don’t play2 with my children enough”! …for not spending enough3 time with my kids”!
Secondarily: A Crisis of Isola4on Crisis of Isola4on Only 19% of Moms raise their children in the community in which they were raised. Less than 50% live near family members. Over 80% don’t feel they get enough support from co-‐workers. And when it comes to friendships…
W BA OV O ME E S R S O F G E N L -‐ X O E N R S E L G I E N N -‐ E Y E S R S S
Online Recommenda4on Trust 96%! trust products more aqer they’ve done their own research 90% ! 82% !trust products read product more aqer reviews online hearing about before buying a them from brand they friends haven’t tried yet
Untethering of Brand Loyalty 66% agree: You can spend less and get theBrands aren’t same qualityimportant to me from a generic. Only 50% consider Looking for savings, Moms remain open tothemselves brand trying new productsloyalists. and brands.
The Swing Vote Moms now mirror independent voters ... and will cross the aisle in search of new brands. If Friends Love a Brand & Recommend It Moms will switch brands … To Save Money ü 78% of Moms say that they would gladly switch brands if offered a coupon ü 68% pay attention to brands offering free samples ü 65% poll their Mom friends when trying a new product
Win Me a Brand. Moms Admire . . . Be Over . . and over, and over Honesty! ! Affordability! Transparency! Social Consciousness! Fun, style, ! friendliness!
Social Media as Key to Be a Brandenera4on Mom Reaching G Moms Admire
Living in aBrand Moms Admire Be a Recommenda4on Culture
G G E B E O N N -‐ O -‐ M Y X E E E R R R Generation Mom!
Stacy DeBroﬀ CEO and Founder Stacy@MomCentral.com @momcentral For Consumer Insights: Tracey Hope-‐Ross email@example.com @thopeross 77 Chapel Street | Newton, MA 02458 | 617 244 3002 MomCentralConsul4ng.com | MomCentral.com | Facebook: Mom Central | TwiWer:MomCentral