Nov/090
Targeting the Real Mom
In a recent report on the new female consumer, Advertising Age and advertising agency JWT identified the differences between the Supermom of a decade ago and the Real Mom today -- and what those differences suggest for advertisers and marketers.
The report, "The Rise of the Real Mom," finds that women today no longer strive to be the "Supermom" who somehow finds a balance between a successful career, perfect children, and stress-free home life. Instead, mothers today are practical and grounded in reality: "real moms understand that tradeoffs are implicit in motherhood; they don't see things as black and white." And, importantly, today's women have interests beyond being caretakers and nurturers.
Capitalizing on this new understanding of the real mom could be very lucrative for producers, given that women control 73 percent of household spending, or $4.3 trillion. The authors of the report suggest that marketers should make mothers feel in control and able to delegate tasks to others so they can focus on their unique interests. Be sure to check out the report -- it's an interesting and informative lesson on the changing interests and needs of one of advertisers' most important demographics.
