Archive for the ‘Moms’ Category
I’m a mother one-year old and a three-year old. Snacks are fuel and often live-savers when they get tired, hungry and whiney. The go to snack of preference for many American kids are “Gold Fish.” (We mix baggies of “fish” and fresh apple slices.)
Pepperidge Farms, the makers of the “Fish” have a smart campaign out called “Fishfull Thinking.” It’s a site that gives tips to parents about how to raise a positive child.
Elements include:
1. Skill Quiz
2. Book Club
3. Guides to keeping kids active and optimistic
4. A parent survey
5. Q+A with experts
6. and more…
This is a wise campaign for the company. It allows parents (moms in particular) to see their brand as supportive to their parenting and not just a consumer transaction.
Moms will be loyal if you give her practical tips for doing…
In his Time column this week, Dr. Mehmet Oz reflects on the fact that, in most homes, women are the primary care doc, thanks to their “remarkable power” to keep their families well.
The article continues by offering tips aimed at helping women teach their family healthy habits – from inventing games and stories so health lessons are more likely to stick with kids to storing each family member’s health history in one place to better manage their healthcare.
All good advice. But I couldn’t help but think how all these great ideas add yet more “do’s” to a mom’s ever-growing to-do list.
It takes enormous creativity and organizing skills to be a great mom. So who wouldn’t appreciate a practical shortcut tool once in a while? This is a service that more nonprofits could provide. What if a nonprofit committed to children’s health offered an online bank…
You are out of hand soap, so you head to the store. How do you choose your soap? Brand loyalty? Scent? Environmental impact? Price? Packaging? What do you consciously consume?
What about when it’s time to remodel your home, paint the bathroom, or even build a new home or office. What do you consider then?
Construction has never been an industry dominated by women, but women are bringing innovation, consciousness, and relevance to the field. Green Economy Post recently made a list of who they consider the top ten women in green building.
We found another to add to the list:
Sarah Beatty founded Green Depot – “a leading supplier of environmentally friendly and sustainable building products, services, and home solutions” – in 2005. The flagship store on Bowery in Manhattan hosts a myriad of products, for all elements of living, and empowers consumers with options….
Consumption filtered by Camera-Phones
Case Study: Control, Consumer Marketing, Cultivate, Moms, Uncategorized
Women seek an in-depth understanding of what they choose – whether it’s when they buy a product or take a bite of a pie. How do they know what they are getting?
Two non-profits organizations are making detailed info available at the snap of a camera-phone. Consumers simply take an iPhone to the grocery store with the GoodGuide app or the (soon to launch) Citizen’s Market app, and scan item barcodes. From home they can search deep databases online. Profiles for the product and company pop up with ratings and descriptions for them. On Citizens Market, consumers can upload reviews, and companies can join the conversation, too.
GoodGuide helps consumers “find safe, healthy, and green products” with a rating system that accounts for ingredients, production, and the behavior of the company that makes or harvests the products. They use a combination of science, widely sourced…
Women are flocking to, well… the flock, it appears. The number of women who leave the office to raise their families and run self-sufficient homes is rising, according to the New York Times.
With chicken coops and children in tow, this movement is made up of women who stay at home, with a new spin on being a housewife.
They are “feeding their families clean, flavorful food; reducing their carbon footprints; producing sustainably instead of consuming rampantly.” Some seek an anti-consumer lifestyle, as advocated by Shannon Haye’s book, the Radical Homemaker with communities sprouting in support.
The limitations on consumption and the consciousness present in the lifestyle and purchasing decisions these women are making may echo in the back-to-the-land movement, the influx of green and organic products, or seem extreme to some. Fundamentally, though, “Femivores” and even “Radical Homemakers” resonate with the wider pattern in women’s consumption:…
Forget “Supermom.” Meet the “Real Mom.” That’s the message behind a recent white paper by Advertising Age and ad giant JWT.
According to authors Marissa Miley and Ann Make, today’s younger generation of Real Moms (Gen Xers and millennials) are similar to their have-it-all Super Mom predecessors insofar as they’re just as busy in their roles as “chief operating officer of the home.” The difference is, they’re more realistic about the push-and-pull dynamic of their multi-tasking lives and less beholden to perfection. Call it the New Pragmatism.
While the paper, which is based on a survey of 870 men and women, is ostensibly geared to consumer marketing, it has important insights for cause-driven communicators, too. Take, for example, these findings into What Real Moms Want:
Put family first: In today’s overscheduled world, Real Moms feel responsibility to create family time. Next time you want a mom to give…
About this blog
Lisa Chen and Lisa Witter
are the authors of The She Spot: Why Women are the Market for Changing the World and How to
Reach Them. They are also both
senior strategists at Fenton Communications, the nation’s largest public
interest communications firm. [