Getting The 'Single Mom' Conversation Right
There was a recent article on ParentSociety.com that highlighted the things you should never say to a single parent, which included such gems as “I’m envious of your ‘alone time.’” It isn’t just people who get the single-parent conversation wrong; marketers have long been driven by the single-mom myths often depicting her as a frazzled woman who is overwhelmed with juggling kids, work, and romance and who often feels as if she is alienated from the rest of the “mom” crowd. But, according to a Women at NBCU study, 92% of single moms feel they have more social acceptance than ever and 55% say they’re “very traditional” moms.
Yet, they are still very much misunderstood in the marketing-to-mom world. If you are trying to authentically connect with single moms, here are some things to keep in mind:
Value Trumps Price
Yes, many single moms are working with tight budgets, but they are willing to take a few more dollars out of their wallets if they feel the product and/or service will add value to their lives. High-quality clothing that can be handed down from child to child will save her time and money and an extended warranty on electronics will give her peace of mind that she won’t have to pay for any unexpected repairs.
Reinforce Her Choices
This includes reinforcing her decision to be a single mom. Regardless of the life circumstances that have led her down the single-parent road (a rising number of women are choosing to have a child on their own), your brand should not only support her choices, but make her feel good about the decisions she is making for herself and her family. Healthy, ready-to-serve meals she can pick up on her way home from the office allow her to still have a sit-down dinner with the kids and not feel guilty about the cooking time crunch.
Don’t Forget the Kids
Where single moms go, kids often follow and there are two very good reasons for this: 1) Single moms are often challenged when it comes to finding reliable and affordable childcare and 2) they value their family time. Create opportunities for her to enjoy herself even if she wants to bring her children. Offer unique childcare options or develop mom/kid activities that are not only fun, but promote quality family time. Even a “Girls Night Out” wine tasting can have a kid-friendly twist by having a room available where kids can taste unique fruit juice combinations.