Let\u2019s admit for the sake of argument (and my health) that moms in general are overworked, have taken on more responsibilities over the years, and are generally saints for putting up with everyone\u2019s crap and moving us all forward. Done.
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\nWhat roles do brands play in these moms\u2019 lives? For the daily caregiver, earner, disciplinarian and teacher, you\u2019d think enough was already on their plates without having to be the purchaser, tester and ultimate decision-maker, too. Moms will often send the dads out to the store, but too often the guys just don\u2019t know what\u2019s going on intimately enough to make a good decision. Moms are discerning shoppers, to be sure.
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\nAnd you know, stretching the household income to meet the demands of a growing family with ever-changing needs is hard enough without brands changing their formulas, ingredients, focuses and flavor varieties on a regular basis. And though Mom may suffer from the host of confused comments that follow \u2014 \u201cMom, I don\u2019t like the new chips!\u201d or \u201cHoney, my shirts smell funny!\u201d \u2014 she takes this news in stride and adjusts her shopping lists to keep the world in balance.
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\nMoms have shopping chores down to a science. When looking at the pre-purchase, purchase and post- purchase behaviors of moms, we notice that they conduct a large amount of online research for more informed decision-making. This research can include cost analyses, environmental analyses, breakdowns of possible health effects, or investigations of new brands introduced by a friend in a social network.
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\nBrands typically sell benefits they\u2019ve established in their own testing without hearing the real concerns of moms. If a brand really wants to know how to market to Mom, it should step into her shoes and honestly consider her needs. Identify a problem that moms have today, type the problem into Google, and see what brands address this problem. If you become frustrated by a slew of unsatisfactory results, you can bet that there are a few moms out there who feel the same way.<\/p>\n","protected":false},"excerpt":{"rendered":"
Let\u2019s admit for the sake of argument (and my health) that moms in general are overworked, have taken on more responsibilities over the years, and are generally saints for putting up with everyone\u2019s crap and moving us all forward. Done. What roles do brands play in these moms\u2019 lives? For the daily caregiver, […]<\/p>\n","protected":false},"author":40,"featured_media":2126,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[1],"tags":[53,59,47],"issue":[16],"collection":[],"class_list":["post-2125","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-audience-intelligence","tag-search","tag-web-digital-experience","issue-mom"],"acf":[],"gutentor_comment":0,"_links":{"self":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts\/2125","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/users\/40"}],"replies":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/comments?post=2125"}],"version-history":[{"count":0,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts\/2125\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/media\/2126"}],"wp:attachment":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/media?parent=2125"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/categories?post=2125"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/tags?post=2125"},{"taxonomy":"issue","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/issue?post=2125"},{"taxonomy":"collection","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/collection?post=2125"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}