Commentary

Moms Divided: What The Women's Marches Can Highlight for Brands

by Aliza Freud , Columnist, January 27, 2017

By many accounts, the Women’s Marches held last Saturday in Washington, D.C., and around the country were a success. It is estimated that well over 1 million people participated in the marches in the U.S. alone. There were, of course, “sister marches” in many cities around the world.

For those at the marches or watching them on TV or online, one could not help but notice the large number of baby strollers and women marching with their children and their own mothers. These marchers appeared to walk as a unified group in support of women’s rights. There were many stories shared of plane loads of women on their way to the Women’s March, who didn’t know one another before and then come together as fast friends as they traveled to Washington, D.C.

But, in a survey that we conducted among 1,500 moms on Tuesday, Jan. 24, a different picture emerges.

Just 48% of moms surveyed said that they supported the marches. Thirty-five percent did not support the marches and 16% were not sure whether they supported them.

These results indicate a clear division among moms in terms of their opinions.

Survey participants were asked to Agree/Disagree with the following statements:

“The marches were a great way for people to be heard and have a voice”- 46% Agreed

“Donald Trump is not suited for the job of President and the marches were a protest to his Presidency”- 32% Agreed

“Donald Trump is President and there is no point to marching”- 20% Agreed

“Women have equal rights, why are we marching?”- 27% Agreed

“The marches were about fighting for many different issues. Women’s issues were part, not all of the reasons for the march”- 46% Agreed

“I have no opinion of the marches”- 7% Agreed

Open-end comments from survey participants provided more color on moms’ opinions:

“The marches were about so many different issues - all human rights, the environment, education, immigration, respecting the media and not using it to lie. With Trump as president, we need to work together to make sure he doesn't undo progress and bring about hate.”

“There's no point to any of these marches. Women have equal rights and what does Trump being president have to do with any of this? It’s already a God-given, constitutional right that men and women have equal rights.”

“People talking about blowing up the White House and Cheeto Dust do NOT represent me.”

“Women do have rights. I personally was disgusted with the language and does not, in my opinion, represent being a lady I did not vote for either candidate and violence and riots are sadly an off-shoot of whining because a candidate lost. We are better than that as women showing passion for our causes backing with possible solutions or hate filled dialogue. I was incredibly disappointed.”

Implications for Brands:

Some brands caught up in the excitement of the Women’s March were confronted with this divided point of view. Martha Stewart, arguably one of the best-known brands among women in the U.S. tweeted on Saturday, “I am so proud of America’s women who marched in every state today. Congratulations!!!!!!”

Stewart’s tweet was met with swift responses, many of which were not supportive. @KC_kristi tweeted, “@MarthaStewart what exactly are they marching for? I’m 40 and have never felt oppressed. #usaisthegreatestnation”

Another woman tweeted, “@MarthaStewart Really? Now you are dead to me.”

According to Ted Rubin, acting CMO at Brand Innovators, “This is a big wake-up call for brands. The marches underscore how diverse moms are in terms of what they believe. Brands need to clarify and frame what they believe, stand for, and support. They can learn a lot from what is happening here now, and in my opinion, will continue for a long time to come.”

The Women’s Marches underscore a divide among women and moms on core issues, and there is a clear passion for each point of view as we saw in our survey comments.

While moms may not agree on many issues, the good news is that they do agree on some important things. Our survey also revealed that 84% of women believe that it’s important for women to support one another. That insight could be a valuable one for brands seeking to engage and build relationships with moms.

Are you surprised by any of our findings? Feel free to respond in comments below or tweet me at @shespeaking if you have questions.

4 comments about "Moms Divided: What The Women's Marches Can Highlight for Brands".

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Linda Moskal from WNPV Radio, January 27, 2017 at 10:20 a.m.
It's a sad commentary on women's education that 27% think that we have equal rights! And the comment that "It's already a God-given, constitutional right that men and women have equal rights" demonstrates their ignorance. Women's rights are not protected by the Constitution. The ERA has not been ratified. The choice to march or not to march is a personal one but it is sad that those who chose not to would denigrate those who did.
Reply

Judy Kalvin from Kalvin Public Relations, January 27, 2017 at 11:32 a.m.

This survey is very eye opening. For those of us who marched, it's quite amazing that so many women in this country think that they have equal rights. It's another example that facts don't matter to them: women make less than a man doing the same work, men are still deciding/debating a woman's reproductive rights, women are still objectified and like it or not, the US ranks 45 for women's equality BEHIND Rwanda, The Philippines and Jamaica. Every women should read this column before taking your next survey: "You Are Not Equal. I'm Sorry," https://medium.com/bigger-picture/about-your-poem-1f26a7585a6f#.ewmqxuavg

Jennifer Jarratt from Leading Futurists, LLC, January 27, 2017 at 5:23 p.m.

As I'm learning from this latest US election, fear is as big a motivator as any other emotion. With rights come responsibilities and a potential demand to perform in ways that an individual woman might not feel fully competent in. With equal rights, women might lose protections they have now, or so some may fear. From that point of view, many might easily say they have it pretty good now, why rock the boat and then have to demonstrate they deserve these rights? The same fears may apply to men as well. It doesn't mean stop the efforts, just that you won't have everyone with you when you step beyond their comfort line.

Ted Rubin from The Rubin Organization / Return on Relationship, January 28, 2017 at 1:38 p.m.

Thanks for sharing Aliza, valuable insight for brands, and us all...

"This is a big wake-up call for brands. The marches underscore how diverse moms are in terms of what they believe. Brands need to clarify and frame what they believe, stand for, and support. They can learn a lot from what is happening here now, and in my opinion, will continue for a long time to come."

First and foremost there is so much available learning here about their audience that they need to be empowering their employees, especially those in marketing and sales, to pay attention to the conversation, listen carefully, engage perhaps at times personally, in a way to learn and understand what can be a common message and theme.

I believe in essence all women want to be respected, it's the way it's framed, and presented so it's time to really start listening.

A Brand is what a business does, a Reputation is what people Remember and Share.

#RonR... #NoLetUp!