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to the survey, more than half of respondents feel that marketers don’t understand them, and are instead talking to an outdated view of motherhood.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

Today Is National Sorry Day
  • Media

Today Is National Sorry Day

B&T would like to take time out from the usual programming to acknowledge National Sorry Day today.

‘The Sims 4’ Now Lets You Use Your Own Pronouns For Your Characters
  • Technology

‘The Sims 4’ Now Lets You Use Your Own Pronouns For Your Characters

The latest entry in EA and Maxis’ life simulation series, The Sims 4, has released a new update which allows players to customise their character’s pronouns. This new feature is available only in the English version of the game for the time being, with the developers saying that they will soon release it for other […]

Bastion Asia Solidifies Its Strategic Partnership With Adventi, Shanghai
  • Marketing

Bastion Asia Solidifies Its Strategic Partnership With Adventi, Shanghai

Asian marketing communications agency Bastion Asia has announced a strategic partnership with one of Shanghai’s leading PR agencies, Adventi, to drive greater digital and marketing innovation for Australian brands seeking to engage with Chinese audiences. Adventi, a marketing and communications agency specialising in luxury brands, is known for bringing some of Europe’s biggest luxury brands […]

Engine Creative Brings Innovation To The Lost Person Poster Using Modern Day Technology
  • Campaigns
  • Technology

Engine Creative Brings Innovation To The Lost Person Poster Using Modern Day Technology

Engine Creative has reinvented the missing person poster – re-thinking the standard design and introducing a high-impact live portrait – for UK charity Missing People to coincide with International Missing Children’s Day. The striking, high-tech digital posters show a ‘live’ image of the missing person appearing to move their eyes, smile and make facial expressions. […]

LinkedIn Puts The Spotlight On Indigenous Australians In The Workplace With New Campaign By Campfire X For Reconciliation Week
  • Campaigns

LinkedIn Puts The Spotlight On Indigenous Australians In The Workplace With New Campaign By Campfire X For Reconciliation Week

LinkedIn, the world’s largest professional network, has today launched the latest iteration of its #ConversationsForChange initiative with a new content series in partnership with Indigenous-led creative consultancy, Campfire X. The three-part series, titled ‘Change Starts With’, aims to highlight the often subtle, everyday moments that can impact Indigenous Australians in the workplace. The campaign encourages […]

Metarise Create Innovation With Australia’s First-Ever Web3 Incubator
  • Technology

Metarise Create Innovation With Australia’s First-Ever Web3 Incubator

Collective Campus, Australian innovation consultancy and start-up accelerator, is spinning off Metarise – a web3 venture fund and tokenized start-up accelerator focused on bringing web3 projects to life across Asia-Pacific. Having run numerous web2 accelerators in partnership with brands such as Microsoft, Village Roadshow, Charter Hall, and Mills Oakley, Metarise’s ANZ Launchpad will be run […]

TikTok Unveils A Whole New Field Of Marketing Opportunities Through #TikTokMadeMeBuyIt
  • Campaigns
  • Technology

TikTok Unveils A Whole New Field Of Marketing Opportunities Through #TikTokMadeMeBuyIt

The popular video sharing platform TikTok is showing agencies its unique potential as a place to share their products with its latest #TikTokMadeMeBuyIt campaign, which is becoming increasingly appealing with audiences and users. During the pandemic, TikTok became one of the breakout social media outlets, rapidly rising in account numbers as people all across the […]