India Wooldridge

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• Mindful Mothering in Engage:Moms on 03/28/2014
  

  Like most of the internet this week, I have been in equal measure perplexed and amused at the now infamous term "Conscious Uncoupling." In case you've been hiding under a rock this week, Gwyneth Paltrow and Chris Martin announced their decision to consciously uncouple, and the internet exploded. However, if we look past the quips on Twitter and obvious "SNL" fodder, what we see is an extreme form of a trend that has been gathering pace during the past few years.

• Parents Vs. Kids: Who's More Excited This Holiday Season? in Engage:Moms on 11/27/2013
  

  We all know that the magic of the holiday season lies with children, but what we perhaps didn't anticipate is just how excited the parents get. An early release of the research study by Truth about Shopping focused on the holiday season, and revealed that 69% of parents say that holiday shopping is their favorite type of shopping (versus only half of people without children). Parents are more likely to say they're happy, excited and passionate about the prospect of shopping this holiday season compared to non-parents. While it would be easy to assume that they are merely excited for their offspring, our data has revealed that this is not the whole story.

• Shedding The 'Mom' Costume in Engage:Moms on 10/25/2013
  

  As Halloween fast approaches and moms the world over finalize their children's costumes, what if we turn the tables? What if we consider the "mom" costume? In our Truth about Moms study, the tension faced by mothers to represent a traditional vision of motherhood versus staying true to themselves came up time and time again. Indeed, half of moms globally agree "I am a mom but I don't necessarily want to look like one" with this rising to 61% in India. It seems that today's mothers are looking to shed outdated associations with being a mom and present themselves to the world in a far more honest way.

• The Price Of Parenthood in Engage:Moms on 09/27/2013
  

  Earlier this week, we launched the Truth about Affluence study that sought to redefine how marketers should engage with the top 20% of global earners. The study focused on a new era of Stealth Wealth, one where affluent consumers are more inconspicuous than ever before. So what does this mean for parents within this growing affluent class? How does your attitude to wealth change when you become a parent?

• Online Privacy: Who's Teaching Who? in Engage:Moms on 08/23/2013
  

  Last week, an interesting study about teens detailed that 70% of teens in the US have asked for advice on managing their privacy online. The study went on to show that parents are one of the key sources of advice, demonstrating the expanding role of parenthood. Moms are now expected to wear yet another hat, and guide their children through the unchartered, and ever changing, waters of online privacy.

• Do Your Kids Get A Balanced Diet Of Technology? in Engage:Moms on 05/24/2013
  

  It is universally known that ensuring your child has a balanced and nutritious diet is one of the most important elements in their upbringing. Indeed, our Truth about Wellness study revealed a "balanced diet" was the number one factor when looking after the health needs of your children. On the flip side, the "availability of unhealthy food" was seen to be the single, biggest barrier to a child's wellness. The pressure to maintain balance in our consumption driven lives is becoming more and more difficult. However, it is not the only excess that parents are now becoming increasingly concerned about. The second barrier to a kid's wellness was the "increasing time spent with technology," with half of parents surveyed worried about the impact this had on their children.

• Does Being A Parent Make You More Well? in Engage:Moms on 01/28/2013
  

  Our recent "Truth about Wellness" study revealed that the age of wellness is well and truly upon us. Spending on wellness has doubled in the last decade, and will continue to grow at an impressive rate as the concept becomes further ingrained in our culture. In fact, it is a concept so rich with possibility that it is shifting from a perceived luxury to being considered a fundamental human right.

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