Creative Trend: 'Rise of the Real Mom'

Posted on 1/27/2010 by Julia Dudnik Stern | Printable Version | Comments (0)

November research from Ad Age says supermoms are a dying breed. “Rise of the Real Mom,” a new white paper sponsored by Meredith, profiles this key consumer demographic and offers valuable insights to those planning production.

The research focuses on Generation X and millennial mothers (ages 30 to 44 and 18 to 29, respectively) and how they differ from their older counterparts. The key trend? These women no longer feel that having it all means doing it all.

The 28-page paper focuses on how marketers can change their strategies to more effectively communicate with women who have given up the struggle for supermomdom in favor of a more pragmatic, balanced approach. “Perhaps more importantly,” continues the report, “they want to be real women, with interests that include and extend beyond their roles as caretakers, providers and nurturers.”

According to the study’s authors, this audience will respond to approaches that make moms feel confident and in charge. Marketers should empower women to delegate to others (spouses, children, brands) to have more time to themselves, because this consumer group remains as stressed out and time-pressured as ever.

The research reveals both demographic and psychographic data, from the rapid growth in women’s income (almost 33% between 1990 and 2006) to the increasing importance of work (47% of women closely link their work to their sense of self). From a lifestyle perspective, however, many things remain the same: women—working or not—remain cooks, bathroom-cleaners and dish-washers; men mow lawns and take out the trash; and both sexes share in grocery shopping and finance management.  

Photographers should also find the paper revealing in its visuals. Meredith’s advertising campaign depicts the company’s interpretation of a contemporary female look, sharply contrasted by the real women depicted in case studies.

The free paper, which includes an in-depth “what moms want” section, is available for download at Ad Age’s Web site.

Copyright © 2010 Julia Dudnik Stern. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-461-7627, e-mail: wvz@fpcubgbf.pbz


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