• Involved, juggling responsibilities (work, home, school, social)
• Active participant in a community of friends/family/collegues/neighbors
• Passionate about their families and memory keeping/caching
• Seeks out quality lifestyle brands
• Creative, proactive, savvy in the use of digital photography
• Willing to spend more money/time for something well designed
• Cultural influencer, in the know, “turns other people on to things”
• Coordinator, motivator, scheduler, igniter
The Mom Market
• In order to best appreciate the power of mothers as consumers, simply visit a
popular park in your town. Within minutes of sitting next to a sandbox you’ll
hear mothers compare health coverage, gather input on baby foods, critique
the hottest family vacation destinations, and utter their two cents on the
latest political race.
• Their toddlers (Oshkosh overalls, Vans shoes, or Old Navy t-shirts) play nearby.
Lined along the sidewalk is an assortment of Peg Perego and Bugaboo strollers,
and Little Tikes riding toys. All an example of the spending power of mothers.
• From the diapers on their babies, to the organic chicken they serve for dinner,
to the minivans that line the parking lot, moms spend money and, thankfully
for consumer marketers, moms love to talk about where they spend it. In no
other segment of consumers is word of mouth more powerful.
• Mothers love to talk, compare, and share. If you’ve won the admiration of a
mother, you can be assured she’ll spread the word.
Understanding The Mom Market
• According to the U.S. Department of Agriculture, an average-income family will spend
$165,630 on a child by the time the child reaches eighteen years of age. (U.S. Department
of Agriculture, Expenditures on Children by Families, Washington, D.C.: GPO, June 2001.)
• As a group U.S. women constitute the number three market in the world, with their
collective buying power exceeding the economy of Japan. (Connie Glaser, “The Women’s
Market Rules,” Competitive Edge, 2001
• Eighty percent of all checks written in the United States are signed by women. (Faith
Popcorn, EVEolution: Understand Women: Eight Essential Truths That Work in Your
Business and Life, ( Dimensions, 2001.)
• By 2005, the percentage of women in the labor force is projected to rise to 61.7 percent,
while the number of men in the workforce will decline from 74.9 to 72.9 percent. [9to5
• Regardless of their employment status, almost nine in ten women (88 percent) agree that
they are responsible for taking care of the people in their families, and 94 percent say
that they feel very or somewhat valued by family and friends for fulfilling responsibilities
at home. [Whirlpool 1995]
How to Reach The Mom Market
Brands spend billions every year to capture attention of the mom market, but 70% of
mothers feel companies are not doing a good job at speaking to them. So what works?
• Word of Mouth
Word of mouth is the strongest form of marketing within the mom market.
Fifty-five percent of mothers say they rely on recommendations when making purchases
for the home. The number jumps to 64% when it comes to buying a product for their
Moms are online seeking information and spending money on the Internet.
Seventy-one percent of mothers said they were very likely to use the Internet for product
information, advice or general information.
Only 6 % of moms say they have never purchased a product online.
5 Myths about Today’s Mothers
1. Fewer Women are Returning to Work - The US Census Bureau might indicate that
more women are staying home after giving birth but they aren't doing it without earning
some type of income. Generation X moms specifically are industrial women. Two out of
three who remain in the home to raise children are also starting a home-based business.
2. Soccer Moms are the Most Influential Groups of Mothers - The Mom Market today is
comprised of three generations of women raising children: Boomer moms, Gen X moms
and Millennium moms.
3. Moms are Just Purchasing Diapers, Strollers and Bed Slippers Eighty-five percent of
mothers surveyed refer to their role in the home as CEO or CFO, purchasing everything
from cars to banking services. In addition to acting as a purchasing agent for the home,
six million momprenuers also manage the buying decisions for small businesses. Ninety
percent of moms will use the same products for work as they do at home.
4. Women Do Not Want to be Identified as Mothers in Ads and Commercials Women
with children want companies to recognize their multiple roles in life. The most
important role being: mother. Although all moms are women, not all women are moms.
5. Marketers are Doing a Good Job Speaking to Mothers Seventy-percent of mothers do
not believe marketers are speaking to their needs. When you consider that mothers are
the largest consumer group in the US, this means that companies are leaving a lot of
money on the table when they miss their mark with moms.
The Moms : 3 Generations
The Mom Market today is comprised of three generations of women raising
children: Boomer Moms, GenX Moms and Millennium Moms. Together, this
group of women control $1.7 trillion in US spending annually.
• Baby Boomer Moms
– 41 - 59yrs (individuality, tolerance, self-absorption)
• GenX Moms (aka Urban Mom/Yoga Mom)
– 28 - 40yrs (diversity, savvy, pragmatism)
• Millennial New Moms (aka GenY/Echo Boomers)
– 27 and younger (authenticity, authorship and autonomy)
Baby Boomer Moms
• Having Children later, education and career first, then kids
• More established in life financially, socially, emotionally
• More aware of health and wellness issues, brands, trends
• Able/willing to spend more $$ on children, provide “best” opportunities
• Many of the most high-profile female executives are also wives and mothers. They include
Anne Mulcahy, CEO of Xerox; Meg Whitman, president and CEO of eBay; Betsey Holden,
co-CEO of Kraft Foods; Shelly Lazarus, chairwoman and CEO of Ogilvy & Mather; Geraldine
Laybourne, chairwoman and CEO of Oxygen Media; and Indra Nooyi, PepsiCo president
and CFO, to name a few.
• Survey of 187 attendees at Fortune Magazine's Most Powerful Women in Business summit
found 71% were mothers with an average of 2.2 kids each.
• Boomer Moms want solutions to ease the frenzy without sacrificing involvement or warm
• Those who had kids in their late 30s early 40s face the same issues as younger moms --
plus, menopause, retirement planning, and health concerns further complicate the
• “You can have it all, you just can’t have it all at once.”
• Not content to be lunchbox-packers, they want to make motherhood a
• Magazines like Brain, Child, Hip Mama, and Mamalicious unflinchingly face --
and embrace -- the reality about what it means to be a mom.
• Bigger spending than previous generations is fed by an attitudinal change
toward motherhood. Superfit mothers-to-be flaunt their bulging bellies in
cropped tops and low-rise jeans. You can still be “you” and a mom too!
• quot;These mothers aren't buying products so much as extending their lifestyle to
their children,quot; says Linda Murray, editor of www.babycenter.com
• GenXers are a highly research-driven generation. You’ll find them online
looking for straightforward information from authorities as well as peers
• Authenticity attracts Gen X Moms, kill the hype and super-sell. Straight, smart
honest talk tweaked with fun will connect with this group.
Millennial New Moms
• STAMPED (Stressed, Tech-savvy, Achieving, Multi-tasking, Protected, Entitled and Diverse)
• The newest mom on the block, she is also the first generation to use technology to
seamlessly blend work and life
• 92% of women age 18-24 are or plan to be mothers, with 1 in 3 already mothers.
• The yearning for a good marriage is a dominant value among Millennials, and 30% of those
surveyed say they want three or more children.
• quot;Never before has motherhood been celebrated as it is today. A new generation of self-
sufficient, successful and family-focused women is reinventing motherhood and we are
seeing the impact of this change everywhere.”
• William Strauss and Neil Howe, authors of “Millennials Rising”, predict there will be an
echo boomlet based upon Millennials reversing the 1990s trend towards smaller families.
They have also observed that Millennials show a greater interest in family, religion and
community and a rising obsession with the safety and education of children.
Baby Boomer Mom (age 46, 2 teenage kids)
7:00am Up and get ready for work. Get kids off to school. Did they finish their
homework? I sure hope so…
11:00am In the office for a day full of meetings. Phone call from Jane, she got in a
fender-bender in the school parking lot and is hysterical. Super-mom to the
1:00pm Back to work. Need to get a lot done since I’ll be ducking out at 5:30 to be at
David’s baseball game by 6:00pm. Hope I can finish in time!
6:30pm A little late to David’s game, maybe he didn’t notice. Doubt it. Need to
remember to pick up groceries and cake for Jane’s birthday party
tomorrow. Oops -- I haven’t found her a gift yet!
8:00pm Can’t believe we’re eating so late, what would my mother say?! At least
we’re all here and the take-out pizza is decent. Wish we had more daylight
hours together as a family…
10:00pm Where’s my book? Never mind, too tired to read any way, must sleep.
GenX Mom (age 34, 1 toddler)
7:00am Up and getting dressed for a big presentation at work, plus getting daughter up,
and changed, and fed for her full day at daycare. She doesn’t want to take off her
pajamas today. Too frantic to care about that, drop her at daycare in her PJ’s,
race off to work. Hope there is time to pick up a coffee on the way!
10:00am Presentation over - whew. Husband calls to remind me of his softball games this
evening -- good thing he called because I truly forgot. Need to make sure I can
get out of the office by 5:30 in order to pick up daughter before 6:00pm.
5:45pm Pick up daughter, and dry cleaning. Run errands to grocery store, need to get back
home quickly as bedtime is fast approaching, and I want to spend some”quality”
time with her, reading and playing.
7:00pm Dinner is a late, and Dad is gone, but we’re having fun eating together and singing
songs. Need to tell husband that she knows all the words to Twinkle-twinkle now!
8:30pm Finally got her to sleep, time to get caught up on some work before bed,maybe
even get a chance to read the New Yorker that arrived 3 weeks ago?
11:00pm Exhausted. Must sleep. I wonder if my little one will wake up again tonight?
Please no more midnight calls for Mama, I can’t do it…
Millennial Mom (age 28, 1 infant)
4:00am Didn’t I just feed this child 2 hours ago?! I can’t believe how tired I am, this is
truly unreal…and I’m so in love!
7:00am Baby’s up, so I guess I’m up too. Toss on some fresh clothes, back a diaper bag
and take the stroller for a drive to the coffee shop, maybe some caffine will
improve this early morning situation?
12:00pm Need to call my husband, the baby just laughed and smiled at me! Finally some
payoff for all this hard work and sleeplessness. Where’s the camera?
3:00pm Baby’s finally napping for a while, hopefully enough time to jump on the computer
and upload some cute photos of the baby smiling. Want to email them to grandma
7:30pm Late dinner with our little family, finally someone else is here to hold the baby for
a few minutes while I simply sit. So amazed at this new lifestyle we’re
living in. I never could have predicted that we’d be eating takeout, watching TV
and hanging with the new baby on a Friday night. Life is different now!
2:00am Oh man, I have so much more respect for my mom! Good thing this kiddo is so
cute, otherwise I’d be tempted to turn in in for a refund…I’m so tired.
The Seven Stages of Motherhood
Each stage of motherhood has its own challenges and opportunities…
• Stage One, covers pregnancy, birth and the quot;fourth trimesterquot; - the first few months of
motherhood when physical changes continue along with emotional and lifestyle ones.
• Stage Two, the fourth month through the first birthday, it’s a time of finding your footing
and finding yourself.
• Stage Three, the toddler years, is a time of letting go
• Stage Four, the preschool years, is one of trying to do it all
• Stage Five, quot;Reading the compass to God-Knows-Wherequot; when the child is between six
• Stage Six, quot;Living in the Gray Zone”, the preteen years.
• Stage Seven, the teen years, quot;It gets easier...and then they leave.quot;
• What can we learn from successful brands who also market to Alpha Women?
– Apple, JCrew, Aveda, Nike, PCC, Land of Nod
– Target, Bugaboo, Whole Foods, Lucy
• Use of color palate, embracing and leveraging high design, friendly voice
• Those who are successful create a clean, calm space to rest in, and be soothed
by, feels like a reward
• Subtlety is key, life is already loud enough, your brand should not add to the
“noise” of a Mothers life, but instead invite them in to stroll and be served
• Noticeable without being obnoxious, sophisticated without being aloof
Leveraging Current Trends
Age 35 -- How can you reach a 19-year-old undergrad, a 31-year-old
on the career path, and a 47-year-old who's raising a toddler-with just
one message? Market to all of them as if they're 35. From using Botox,
to postponing retirement, boomers refuse to grow older. If you
targeted them at their true ages, they'd balk. Surprisingly, younger
people are also generation hopping. They're rejecting the belly-baring
fashions and embracing sensible, preppy outfits. With the more
mature seeking a return to their youthful selves, and young people
looking to the future, age 35 has become a golden median.
Leveraging Current Trends
Snobization -- Middle-class Americans are turning to premium labels,
and day spas, once considered a luxury, are popping up all over the
place. Starbucks is often cited as the originator of quot;snobmodditiesquot;:
everyday items that have been turned into chic, luxury must-haves.
These items aren't always expensive. Instead, they're small
indulgences. You can see accessible luxuries at Target with Todd
Oldham dorm décor and Michael Graves sleek kitchenware. quot;We live in
a consumption society and a meritocracy, thus our identity is shaped
by the things we consume.”
Leveraging Current Trends
Life Caching -- Today's boomers and seniors cherish the grainy super-8
films. But future generations will instead hoard memory cards full of blog
entries, digital photos and the first websites they ever built. As we click
to save every moment of our lives, data will become the stuff that
memories are made of. Memory making has been big business for a while.
Scrapbooking has been one of the hottest trends in recent years-the $2.5
billion industry doubled since 2001, according to the Hobby Industry
Association, and is still growing. But businesses that can provide creative
solutions to both physical and digital life caching are the ones that stand
to gain from this trend. One million Memory Maker Photo Bracelets (a
bracelet that wearers can insert several photos into) were sold in six
months. Friendster, myspace.com and other online communities are huge
favorites with the Millennial crowd especially.
Leveraging Current Trends
LOHAS -- Lifestyles of Health and Sustainability. $228.9 billion market
that includes 30% of US adults (63M people). Focused on healthy lifestyle
choices, and personal development -- think Whole Foods, Patagonia, Luna
Bars, Origins, Yoga/Pilates, Prius, Organic Cotton, Acupuncture, Odwalla,
Ben & Jerry’s. LOHAS was a perimeter movement until recent popularity
of organic products and holistic wellness activities. Now, LOHAS has
moved fully into the mainstream in part to celebrity attention, and the
overall trend toward natural and organic products and foods/beverages.
How to translate into action?
• Be Authentic
– Own your position, and back it up
– No apologies
• Speak to Age35
– Speak the language that will nail your target right in the center
– Communicate respectfully, and maximize email/work of mouth channels
• Re-evaluate Your Design
– At a your price point consumers expect great quality, and well designed
pieces, consumers want to be pleasantly surprised and make a “find”
– Be less traditional, more high-design, it warrants a greater price point
• Meet on the Street
– Get out there, no more hiding behind the website
– See and be seen, interact, make a statement, show involvement