From our London offices, we are currently conducting research for a project that we are calling "The Truth about the Family Food Fight." The title of the study is meant to highlight a naked truth: much like a food fight, an individual's relationship with food today is as much about pleasure as it is about challenge. When this truth is housed in a family context, as it is the world over, the opportunities for improvement and innovation are extensive and within reach of pioneering brands and companies.

I'm a big believer in research and hard numbers as legitimate indicators of trends. Recently, I've been reflecting on how demographic studies have identified so many changes in the world of moms since my company began marketing to them exclusively 25 years ago.

In a digital marketing survey we send to brand marketers and agencies, we ask for the topics they're most interested in right now. Mobile is consistently the most popular subject with this audience, and that makes sense to me. I see a huge number of blogs and articles on search, advertising, and commerce for mobile everyday. However, the question gnawing at my brain is, have we spelled out the meaning of "mobile"?

A recent study by Weber Shandwick really highlighted how brands are often missing the mark with Millennial Moms. Overlooked because of the peculiarities of online marketing and misunderstood because of the dramatic shifts in lifestyle experienced by this seminal generation.

Having a baby is a beautiful experience - except you certainly don't feel beautiful after nine long months of pregnancy and the 24-hour days with a new baby. We know that many things change when a woman becomes a mom - and her beauty routine is certainly no exception. Sixty-five percent of women say they've changed their beauty routine - as well as the brands they buy - after becoming a mother.

A recent quote in an AdAge article really caught my attention: "In seven and a half years, I've never once seen so much emphasis put on back-to-school before July 4," said National Retail Federation spokeswoman Kathy Grannis.

According to eConsultancy and Outbrain, 42% of companies say they lack the human resources and the budget (35%) for content marketing. And a study by Curata revealed creating original content is seen as the biggest challenge for 69% of content marketers. But today's social media moms are masters at coming up with the content they need to manage their multi-channel brands.