Mom Power: Why Investing in Mothers is a Brilliant Idea

[Mitu3120]

Let's face it, moms are the ones who call the shots when it comes to almost anything purchased for the home or family. This includes the family man, as women tend to be influential even if they don't have a handle on their purchases. In fact, there's a term for that and it's called “ She-savers .”

A Greenfield report on women’s awareness shares some incredible facts on women’s purchasing power across all industries. For sweden consumer email list starters, women are the deciding demographic in 91% of new home purchases. Here are the percentages of other industries where women influence the purchasing decision:

66% Computers
92% Holidays
80% Health care
65% New cars
89% Bank accounts
93% Food
93% Pharmaceutical products
58% of total online spending
Their total investment comes to $20 trillion worldwide. But really, there's more to the story, and it goes like this. Women are waiting longer to have children, so if you look at the demographics of mothers who have more influence, it's older women or mature mothers over 30 years of age. The reason for this is that at that age, they have more discretion in income. They've paid off student loans and they probably have stable careers with stable incomes.



So now you know the purchasing power of moms in terms of autonomy and capital. The next question is, are you investing in them? There's a good chance you're hiding your brand in some way.

In March 2015, FanFinder conducted a survey of 5,330 mothers, which showed that:

35% of moms feel “cornered” by brands
46% feel marketing pressure and present unrealistic ideals
28% feel that marketing to moms is sexist
32% feel most marketing to moms is condescending
87% feel brands could incorporate more fathers into their marketing
Moms have one thing in common: they want to be understood. So when marketing to “moms,” you need to consider what kind of mom you’re targeting:

Working moms
Housewives
Millennial Moms
Mothers of Generation X
If you're looking for working moms, don't rule out that there's a good chance she's the breadwinner or maybe she's a single mom. Working moms are generally motivated by two things: guilt and efficiency. There's always a level of guilt about not spending enough time with their kids, so they're motivated by decisions that help enrich their children's lives and the choices they make. These moms are a lot like Gen X moms (born between 1965 and 1980) who will use technology to offer balance. This means that this group will respond more favorably to your email marketing campaigns.