Brands seeking to better connect with mothers have been issued with new guidance compiled by Saatchi & Saatchi and Mumsnet in an effort to simplify a complicated and often misunderstood demographic.
Stop Faking It identified at least 66 groups within which mums define themselves with the authors noting that the average British mother identifies with at least six of these, sometimes more. The four most important of these however were lone parents (2.3m); mums of children with special needs (1.4m); mums of teenagers (6m) and self-employed mums (1.7m).
Moreover it was found that these identities influenced the relationships women had with brands and their decision making processes meaning marketers must ditch simplistic assumptions and generic solutions when attempting to reach out.
Mumsnet CEO Justine Roberts said: “We know from the Mumsnet forums just how strongly felt many of these identities are, and how comforted and supported mothers feel when crucial facets of their mothering experience are acknowledged. Demonstrating an understanding of a variety of experiences is a great way to differentiate yourself from your competitors.”
Armed with this knowledge brands are being urged to rethink their approaches, for instance by changing packaging and promotions for single child families, who dislike wasting money on multipack promotions designed for larger families.