• When And Why Moms Click 'Buy': Recommendations, Reviews & Incentives
    When was the last time you watched a TV commercial and thought, "Wow, I do need to buy that vacuum!"? Or how about the time you clicked a digital banner ad featuring the shoes you just admired? Guess what? it's not the way mom shops, either.
  • The Story Behind The Numbers On Moms And Millennials
    Recently, The New York Times turned its attention to women without children and marketing to this group. If you missed the article on July 10, you can read it here. I was fortunate enough to be a part of Alina Tugend's article that referenced the lucrative mom market. Tugend worked on this piece for over a month and gathered extensive data on women, both childless and with children. It reminded me of how often we read statistics, census data and research and react to the numbers without knowing the story behind them.
  • Treat Each Millennial Mom As The Individual That She Is
    To brands, the Millennial Mom is a highly coveted sub-species within the ever-desirable Millennial market. For those newbies, she is anyone born between 1978 and 1994 with a child. She's such an exciting prospect for brands as she represents 90% of all current moms of children. Her spending power is estimated to be $1 trillion over the course of her child's life (0-17), according to a recent Goldman Sachs study. Who wouldn't want to try and get a piece of her spending?
  • Give Moms A Guilt-free Trip
    Shopping for family vacations takes on a new level of effort when you're in the market for travel arrangements and sleeping accommodations for six. Can the rental car fit four car seats along with all our luggage? Did I remember to pack must-have blankies and binkies? Are we ready for inevitable delays and temper tantrums? I'm exhausted just thinking about it.
  • Millennial Moms (And Dads) Bringing Back The Art Of Couponing
    Over the last 40 years, it was not uncommon to see moms (and increasingly dads) huddled around kitchen tables, scissors in hand, clipping out all those little squares of savings known as coupons. From penny savers to local newspapers, budget-minded families made coupons a part of every shopping trip. It seems that Millennials learned a lot from their parents as they are now keeping couponing alive, but in a much more tech-savvy way.
  • Hey, Dude ... Happy Father's Day
    In this space where we focus on millennial moms, it's a good time to shine the spotlight on millennial dads on this Father's Day weekend. After all, it's good to remember that moms wouldn't get the title without dads (or whatever term fits in today's family dynamic). Marketers could find valuable opportunities with millennial dads, a young generation of men who are rewriting the script for what fathers look like and how families are shaped. Today's dads are influential, involved and interested in new ways to approach parenting. Sound familiar?
  • What's Holding Moms Back?
    Mom is a hard word in business. I know firsthand that women can be both productive professionals and happy parents. It's not that difficult. Still, it requires a little rethinking of the old-fashioned, male-dominated leadership hierarchy in most businesses, especially in marketing and advertising.
  • Bad Moms Rising
    Welcome, summer. For moms, this can be the worst of times. But this year, when the days have blurred together and the 9 a.m. toast to the first day of a new school year remains far in the future, some distraction will arrive, thanks to Mila Kunis.
  • How To Salute Moms On Memorial Day
    There is something about Memorial Day that evokes all sensory emotions - the taste of barbecue right off the grill, the feel of new clothes from great sales, and the emotions of commemorating those who served. It is the complete build-up to the excitement of summer.
  • 5 Reasons To Engage With Moms In Online Community Research Groups
    A 2015 market research industry paper reports a 52% increase in online communities, a tool that smart marketers will leverage when engaging with moms. Traditional research tools that my team uses every day, such as focus groups and surveys, have value and will continue to play a role in keeping a finger on the pulse of opinions and trends. However, the increase in online communities resonates with the hottest consumer segment today - millennial moms.
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