Commentary

Maybe It's Time To Market To The Family?

If it says “mom,” is it a turnoff? Have we gotten to the point where marketing to “mom” works against us? Does “moms love this!” fall on deaf ears? Have we saturated the market with mom messages to the point moms no longer hear them? Are we too myopic in our focus on mothers? 

There are an estimated 85 million mothers in the U.S., which is a big audience with a great deal of spending power. We have dissected her habits and her life from every angle, and many marketers have struggled to understand her. Time and time again, advertisers miss the mark. 

Amidst our fascination with marketing to moms, let’s not forget Dad’s evolving role. The reality is, the man of the house may no longer be a man. There are more and more single mothers. For those households with a Dad, he is probably not the sole breadwinner or may even be the stay-at-home dad since moms have made strides in the workforce, enabling fathers to opt out.

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So who is today’s breadwinner? Pew Internet reports that 60% of households are dual-income today. Many women are successful today because the Dad chose to stay at home. I have friends who take turns with their partners, balancing when each other’s career takes center stage. Studies may show her saying she makes all the decisions, but it’s doubtful higher-ticket items aren’t a joint decision.
Let’s also not forget there are 1.9 million single fathers (U.S. Census 2012) and 10 million single moms who are raising kids on their own. These parents are playing the role of breadwinner, father, mother and everything in between. Regardless of whether there is a second spouse or significant other in the equation, they still want the same thing two-parent households want – a happy, healthy family.

Mom’s and dad’s roles are converging. The division of labor is evolving. No longer is mom the one washing the dishes and doing the grocery shopping. Dad may be doing the dishes while mom is building the bookshelf. The point is, everyone is doing his or her part in support of the family. Work/life balance is an issue that affects the whole family. Finding time for mom, dad and to be with the kids is important to everyone. 

The pressures on all parents are tremendous. Everyone wants to be recognized – moms and dads alike. Brands who help make a mom’s or dad’s life better or easier will win because that win affects the well-being of the whole family.
Maybe it’s time for brands to stop calling out “mom” and cater to the larger and more important overall family dynamic?

1 comment about "Maybe It's Time To Market To The Family?".
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  1. Rochelle Wainer from Real World Insights, Inc., August 14, 2014 at 2:29 p.m.

    Thanks Holly, a thought provoking topic. With the current state of family dynamics it seems to be getting tougher to discuss marketing to moms, dads or kids. Rather I have been referring the last few years to what we do as Family Marketing. While each individual in the household has their own roles and responsibilities the decisions and purchase influence often happen together. If you look at the influence children have on traditional adult categories like cars and vacations it is always a significant number. Similarly parents influence their children's choices in technology, music and sports. Happy to discuss further.

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