As communicators, we cannot succeed with our message unless it resonates with our audience. We all know that. A teen won't understand the burden of a mortgage, and an adult man won't understand the importance of the perfect dress for prom. So why, then, are marketers having such a difficult time pinning down the right message for Mom?
Perhaps it's the continued misconceptions — women staying at home, only worried about keeping her man and kids happy. Or, if she's single, only worried about climbing the corporate ladder or finding a mate. This kind of foolish thinking is hopefully being squashed out.
Here is some more research that can support the shift to new thinking. A report done by womensforum.com focused on how women — particularly moms — centered their attention on diet and nutrition. The findings suggested that moms were twice as likely to be concerned about their own weight than the weight of their children. And moms were slightly more likely to look up nutritional information for their own diet than that of their children.
But here's the interesting thing: When moms shopped for food meant for the whole family, they were still buying low-calorie, low-fat, and high-protein foods.
It seems that the family will eat what the mom cares about. With the amount of obese children in the United States, that's not a bad thing.
Like all segments, moms are not homogenous. There will be slight variations when we look at age, size of family, geographic location, and income, but it is interesting to see that there are some trends we can derive. Moms are still the major influencer of household purchases. Moms still have a heavy influence on the household diet. Now we just need to put that knowledge into action.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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