Children rank higher than marketing for influencing the brands that women buy
For 7.7 per cent of women, kids are the most important influencer, ranking higher than a brand’s own marketing activity, recommendation by other brands and even the women’s’ own mums.
In a survey of 1,000 women, commissioned by partnerships agency Cherry London, children came only after friends in influencing the brands that women love and buy – while only 3.4 per cent of women said that their partners influence their buying decisions.
Tamara Gillan, CEO and founder of Cherry London, said: “It’s a challenging demographic for brands to deal with; 66 per cent of adult women in the UK are mums and she is a key purchaser and decision maker for them right through from household shopping to cars. And brands don’t always get it right. Take the recent Bounty survey, which tell us 38 per cent of mothers said that advertising portrays families and babies as too perfect, while 34 per cent find it somewhat patronising.”
Gillan praises O2 Priority for offering ‘family type treats’, such as preview screenings of the latest family blockbusters to money off grocery shopping with Ocado, and kids eat free at ASK restaurants.
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Cherry London
Cherry London is a new breed of marketing agency with a story about the power of collaboration. Independently owned, it is based in London and works globally. As...
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