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Generations of Moms Revealed in Survey on Parenting Trends
1. Talkin’
‘Bout
…
My
Genera4on
Stacy DeBroff!
October 19, 2011!
2.
3. B
O Free-‐spirited,
experimental,
yet
also
loyal.
19
O 46
M
Vietnam,
Watergate,
Women’s
Rights,
-‐
E Transistor
Radios
19
64
R “Me
Genera$on”
S
G
E Latch-‐key
kids,
self-‐reliant
–
not
into
labels.
N
19
-‐ Resist
paren4ng/family
models
of
mother’s
65
-‐
X genera4on.
End
of
the
Cold
War,
AIDS,
Atari,
19
E Space
ShuWle
Challenger,
War
on
Drugs
76
R
S
“Defiant”
G
E
Op4mis4c,
entrepreneurial,
confident.
19
N
-‐ Digital
na4ves
–
live
online,
communicate
via
77
-‐
Y
email/text
not
phone.
Terrorism,
Gulf
War,
19
E
Y2K,
9/11,
Facebook
92
R
S
“En$tled”
5.
M
In
April
2011,
we
surveyed
900+
Moms:
¥
W
H
¥
Gen
Xers
E
E
¥
Gen
Yers
N
¥
Boomer
Moms
T
&
W
H
¥
All
with
kids
under
11
years
old
¥ Survey
took
45
minutes
to
complete
H
O
O
D
¥
Moms
answered
90+
in-‐depth
ques4ons
about
their
O
abtudes
toward:
L
¥
Paren$ng
&
being
a
Mom
A
B
O
¥ Use
of
social
media
&
technology
O
U
T
G
How
they
want
to
engage
with
brands
Y
¥
6. Impact
On
Mom’s
Purchasing
Decisions
In-‐person
Mom
Friends
Spouse/Partner
Product
Ra4ngs/Recommenda4ons
Recommendation Personal
My
Online
Mom
Friends
Culture! Retail
Stores
Mom
Blogs
Child
Experts
(In-‐Person)
Online
Paren4ng
Sites
My
Mother
Books
Cost-‐Saving
Emails
Online Online
Online
Brand/Company
Website
Connectivity! Direct
Mail
Child
Experts
(Online)
Email
NewsleWers
Print
Magazine
Ar4cle/Ad/Review
TV
Adver4sing
! Online
Magazine
Ar4cle/Ad/Review
! TwiWer
Tradi$onal
Newspaper
Reviews
Online
Targeted
Ads
on
My
Social
Network
Newspaper
Reviews
!
Celebrity
Moms
Radio
Ads
!
!
7. G
A
E
G
N
E
E
S
R
A
1! 2
&
S
T
T
I
A
O
G
N
E
S
S
9. Core
Paren4ng
Values
Converge
“would rather stay at home
1! instead of forging ahead on their
career path”!
! “would forgo a bigger paycheck to
spend more time with their kids”!
2
! “say contentment in kids trumps
future success”!
3
! “put parenting ahead of their
marriages”!
4
10. What
Makes
a
Great
Mom?
“Spending quality time
1! with my kids.”!
“Raising children with
2 good manners.”!
“Setting boundaries and
3 keeping them.”!
11. “I
Feel
So
Guilty…
…about being short-
1! tempered with my
family”!
…because I don’t play
2 with my children enough”!
…for not spending enough
3 time with my kids”!
12. Secondarily:
A
Crisis
of
Isola4on
Crisis
of
Isola4on
Only
19%
of
Moms
raise
their
children
in
the
community
in
which
they
were
raised.
Less
than
50%
live
near
family
members.
Over
80%
don’t
feel
they
get
enough
support
from
co-‐workers.
And
when
it
comes
to
friendships…
13.
W
B
A
O
V
O
M
E
E
S
R
S
O
F
G
E
N
L
-‐
X
O
E
N
R
S
E
L
G
I
E
N
N
-‐
E
Y
E
S
R
S
S
15. Genera4on
Mom’s
Embrace
of
Social
Media
Connec4vity
9
out
of
10
Moms
cite
Facebook
as
their
“go-‐to”
des4na4on
3
out
of
5
Moms
engage
with
each
other
on
TwiWer
3
out
of
5
Moms
Blog
18. Online
Recommenda4on
Trust
96%!
trust
products
more
aqer
they’ve
done
their
own
research
90% ! 82% !
trust
products
read
product
more
aqer
reviews
online
hearing
about
before
buying
a
them
from
brand
they
friends
haven’t
tried
yet
19.
Untethering
of
Brand
Loyalty
66%
agree:
You can spend
less and get the
Brands
aren’t
same quality
important
to
me
from a generic.
Only
50%
consider
Looking for savings,
Moms remain open to
themselves
brand
trying new products
loyalists.
and brands.
20. The
Swing
Vote
Moms now mirror independent voters ... and will cross the
aisle in search of new brands.
If
Friends
Love
a
Brand
&
Recommend
It
Moms
will
switch
brands
…
To
Save
Money
ü 78% of Moms say that they would gladly switch brands if offered a coupon
ü 68% pay attention to brands offering free samples
ü 65% poll their Mom friends when trying a new product
21. Win
Me
a Brand.
Moms Admire .
.
.
Be Over
.
.
and
over,
and
over
Honesty!
!
Affordability!
Transparency!
Social Consciousness!
Fun, style, !
friendliness!
22. Social
Media
as
Key
to
Be a Brandenera4on
Mom
Reaching
G
Moms Admire
