Marketers Don’t Know How To Market To Mums: Saatchi & Saatchi Study

Marketers Don’t Know How To Market To Mums: Saatchi & Saatchi Study
SHARE
THIS



Marketers have clung to stereotypes of the pious, busy and maternal role of motherhood for too long, this is the takeaway from a global study by Saatchi & Saatchi.

The studyMoms and Marketing: IRL (In Real Life), researched nearly 8,000 mothers with children ranging from newborns to 17-year-olds in China, Germany, Italy, India, Mexico, the U.K. and the U.S. (including U.S. Hispanics).

According to the survey, more than half of respondents feel that marketers don’t understand them, and are instead talking to an outdated view of motherhood. The study identified a huge gap between what marketers think mums want and how mums actually feel:

saatchi

The study found marketers need to stop portraying motherhood as the “toughest job in the world” and “sacred”. Instead Saatchi & Saatchi identified nine unique roles which mums value and which marketers can tap into to reach mothers more effectively.

The study found mums spend most of her time playing theses nine roles:

  • Carer (47 per cent)
  • Safe house (7 per cent)
  • Coach (11 per cent)
  • Fan (5 per cent)
  • Playmate (4 per cent)
  • Rule breaker (2 per cent)
  • Friend (4 per cent)
  • Hero (7 per cent)
  • Elder (13 per cent)

“Each of these roles provides your brand and business with relatively uncontested territory in which to engage mums,” said Mary Mills, worldwide director of strategic intelligence at Saatchi. So, marketers should change things up and market to the many different roles that mums play.

“Avoid the ‘happy housewife,’ the one-dimensional caretaker, the striving perfectionist,” said Mills. “Motherhood is not an innate ability, and moms feel they never quite nail it, so remind her that mastery is not required.”

To download the study, click here. 

Please login with linkedin to comment

Advertising Standards Bureau

Latest News

Sugar Agency Wins Fairfax’s ‘Ads Are Better Rich’ Competition For 2018
  • Advertising
  • Media

Sugar Agency Wins Fairfax’s ‘Ads Are Better Rich’ Competition For 2018

Digital player Sugar Agency has been crowned the winner of this year’s ‘Ads Are Better Rich’ competition by Fairfax Media. Launched by Fairfax’s chief revenue officer, Matt Rowley, at the company’s 2018 Agency Symposium, the challenge aims to encourage agencies to push creative boundaries by using rich media formats to develop a campaign that promotes their agency. […]

Former APN Outdoor Sales Boss Launches OOH Consultancy
  • Advertising
  • Media

Former APN Outdoor Sales Boss Launches OOH Consultancy

An ex-sales director from APN Outdoor is trying his hand at consulting to advertisers looking to spend some coin in the out-of-home market. After 13 years at APN leading its national direct sales and then its NSW agency sales teams, Tim Rose resigned from the business in shortly before it had agreed to be sold […]

Melbourne Agency Taska Media Wins Exhibition Events Australia Media Account
  • Media

Melbourne Agency Taska Media Wins Exhibition Events Australia Media Account

Independent media agency Taska Media has secured the entire national media business of Australia’s largest consumer events company Exhibition & Events Australia (EEA). The deal that will see the agency deliver a full suite of television, radio, out of home, digital, partnerships and publisher-focused media buying. The boutique agency said it won the account for EEA […]

US Culture Consultancy Opens Australian Office
  • Marketing

US Culture Consultancy Opens Australian Office

Consulting firm Ministry of Culture (MoC) has announced the expansion of its US-based business to Australia with a new office in Sydney. It is the first international office for the US group, which will focus on providing cultural transformation, consumer insights and culture creation to Australian and Asia-Pacific clients. MoC’s Australian founder, David Art Wales […]