MullenLowe Group studies global moms and their $2.1 tn buying power

To examine the similarities and differences of global motherhood as a means to better understand our developing world, Frank About Women by MullenLowe Group conducted a Global Motherhood Survey using proprietary online research in Spring 2016 in – Australia, China, Colombia, India, the UK and the US.

Fact: globally, women are paid 60-70 per cent less than men, yet women will control two-third of consumer wealth in the next decade. Smart brands seeking to build relationships with women know that as women close that pay gap, forging strong, meaningful connections with them is essential to sustained growth and profitability. Yet the sad truth is that 9 out of 10 women find marketing-to-women efforts ineffective.

Mothers control 85 per cent of home purchases and wield an estimated annual buying power of $2.1 trillion in the US, and by 2017 the baby care category alone will reach $67 billion. In addition to the proven spending power, it’s also a mother’s care, development, and influence towards her offspring that acquiescently shapes the generations of our world to come.

Insights and observations exposed included:

Why and how in the U.S., a 2017 projected $67 billion childcare category still leaves 64 per cent of American moms disappointed with the products they purchased.

The universal opportunities for brands to build loyalty with mothers before childbirth (hint: increase her feelings of success and confidence throughout pregnancy).

Why moms in India are 107 per cent more likely than other countries to encourage their children to reach milestones ahead of schedule.

Why 84 per cent of Chinese moms lose sleep over deciding on what brand is best to purchase for their child and how brands can gain her loyalty early on.

How 60 per cent of global moms feel that children should not be exposed to technology at an early age, with 79 per cent of Colombian moms and 62 per cent Indian moms actually feel that early access to technology is harmful to kids. But 60 per cent of Chinese moms feel want technology at an early age.

The magic data diet of UK and Australian moms: they are 66X more likely to say it is best not to consume too much information during pregnancy as it causes them stress.

The emerging confidence of the Indian mom is helping her find her voice in the joint family set up, with 70 per cent believing that mothers should assert their views over family elders in raising the child. 75 per cent also believe that mothers should demand more help from husbands in raising and looking after their child.

“Frank About Women is a global think-tank with a mission to make communications more effective, relatable, and enjoyable for both advertisers and women. With our international white paper, we investigate the far-from-obvious, challenge assumptions, and deliver provocative insights and ideas that help brands build meaningful relationships with global moms,” said Shaun Stripling, Chief Strategy Officer, MullenLowe US (Winston-Salem) and Global Director, Frank About Women.

Frank About Women began 14 years ago by MullenLowe with a mission to help marketers better understand how to connect with women through effective, creative communications. The global motherhood study is the first global facing piece of research from Frank About Women that aims to inform and direct marketers with proprietary knowledge and insight on how to better connect with expectant, first time, and new mothers in the six markets of focus. Previous content with insights delivered from Frank About Women include how technology, social media and influencers play in a woman’s life and how it impacts her ‘gut instincts’. A proprietary study was also conducted around the ‘SWANK’ (Single Woman Affluent No Kids) – a growing and important demographic. 


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