Archive for the ‘Moms’ Category
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…
MediaWeek: Mothers of young children are spending far more time with social media than just three years ago. And most claim that as their personal time becomes constrained, they end up sacrificing time with magazines and newspapers compared to before they had children.
Since moms make most of the purchase decisions for their families, consumer brand marketers must continue to look for new and more meaningful ways to engage the mom audience and make their brand message heard in this overcrowded, noisy marketing environment. They’ve found your kid’s school
Read what John Driscoll says about ‘Through-School Marketing’ and how it gets results.
How can your cause/issue use school marketing to promote social change?
A new research brief by the Center for Media Research is a must read. Highlights include:
- 68% of African American mothers are more likely to read articles online, and 45% more likely to listen to music. 45% of Caucasian mothers are likely to frequent social networks, and 43%, message boards. Blogs were the top choice among 55% of Hispanic Moms, followed by social networks at 42%.
- The cell phone is the technology used most often by moms to communicate with their kids, and 80% say it is the direct line to their child and babysitter.
- 60% of moms use text messaging, and African-American moms and Hispanic moms text more than Caucasian moms.
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. [