Study of new attitudes to motherhood can help in marketing to moms

Posted by on February 23, 2017

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New mom and babyA new study out by DDB, the major ad agency, finds some amazing new data you need to understand to better understand and market to pregnant women and new moms.

The study, which questioned 7200 Millenial, Gen X and Boomer moms with kids under 19 showed massive changes in key areas that reflect how these moms see their role as mothers and how they see the effect of having kids. I am not seeing anything here that translates into obvious product ideas, but the data does indicate that creative messages should be better tailored to talk to this new mom. This is a good complement to our previous post on how advertising to new moms today differs from the past.

Here are the major points that may change the way you market to pregnant moms.

1. Millenials are less positve about being a mom.

Millenial moms are twice as likely (22% vs. 11%) to say that kids are a real burden. 34% say they would “lose their mind” if they had to stay at home with their kids. 19% (double that of the other two groups) say they “don’t enjoy spending time with their kids.”

What that means for messaging: Show empathy to the new mom. She needs reassurance that you know it can be tough and that she’s not an outlier because she feels that way.

2. Many more Millenials worry that being a mom has diminished their role as a lover/wife and an equal number feel they have lost their identity to being a mom.

30% worry their husbands think of them as a “mom” rather than as a lover/wife, and 29% feel they have lost their identity. It’s important to note that a large majority (60-71%) of all three groups identify themselves as a “parent” before they call themselves a “spouse or wife.”  “While they might embrace parenthood, Millennial moms are still getting used to their new status,” says Denise Delahorne, SVP, Group Strategy Director of DDB U.S., “and they feel the pressures and forfeitures more acutely than their Gen X and Boomer counterparts.”

What that means for messaging: Think of messaging that supports the woman’s identity, choices and sense of self. Given this data, it’s not surprising that there are a lot more design products out in the last 5-7 years. These products help support a mom’s sense of her own style and identity.

3. New moms are fighters for their kids.

61% of Millenials say they will do whatever they can to get preferential treatment for their kids, up from around 45% for Gen Xers and Boomers. All moms want the best for their kids, so this is not surprising except that the numbers are up.

What that means for messaging: Even more than before, moms appear oriented to spend and do more to help their kids get ahead. Does that mean better gadgets, or perhaps a implied message that your product will give a child a leg up?

4. New moms will sacrifice career if it impacted their parenting

77% say they would cut back if they needed to, which is similar to previous generations.

What that means for your messaging: Be careful of messages that imply that moms can work 80 hours a week and still be good parents. Today’s mom is more suspicious of that concept. Most know they have to balance things to make parenting work.

This is an important study for those of marketing to mom or marketing to new moms. Let us know what you think in the comments below. And if you ever want to chat about the implications for you and your advertising,

Contact us for advice or a proposal.

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