Articles by Julie All articles by Julie
- Prepare For Gen Z Mom, The Ultra Millennial in
Millennial moms, with their natural digital savvy and often progressive views of family, forced a major change in marketing. But you ain't seen nothing yet.
- Want To Sell Products To Parents? Stop Ignoring Dad in
On this year's Super Bowl broadcast, Audi became the latest brand to depict a new kind of father in its advertising, one who is sensitive, thoughtful, and deeply committed to the well-being of his children. In the 60-second commercial, a dad watches his daughter compete in a go-cart race while expressing the hope that she will one day be treated as an equal to her male peers. After years of commercials dominated by bumbling men, ads like Audi's are not only a breath of fresh air for the audience but also a business necessity for the brands that produce them.
- A Look Back At 2015, And A Peek At The Year To Come in
For marketers, 2015 has been a year of evolution-of media habits, smartphone usage, online content, and generational focus. Moms, as usual, are at the forefront of these changes, since they tend to lead online trends and control the family's finances. To help make sense of it all, we've pulled together our top five observations from 2015 and summarized our recommendations for marketers in the year to come.
- Can Moms Shop Smart Without Their Smartphones? in
Recently, we presented a group of moms with a challenge that made them shudder with dread. It may not have been as painful as childbirth or as stressful as sleep training, but it did require them to tap into their deepest reserves of maternal strength and courage.
- Putting Medical Power (And Responsibility) Into Mom's Hands in
With more information available to us than ever before, it's not surprising that moms are turning to their computers and smartphones for health information for themselves and their families. We recently updated our "Dr. Mom" study from 2013, and found that 74% of moms say they gather as much information as they can before contacting their healthcare provider, a 14% increase from two years ago.
- Mommy Blogging: Giving Up Or Growing Up? in
Earlier this year, Heather Armstrong, the so-called Queen of the Mommy Bloggers, announced that she had begun to shift her attention away from blogging. The challenges of the job - from aggressive publishing schedules to demanding advertising contracts to concerns about her family's safety - were resulting in what she called "a dangerous level of exhaustion and dissatisfaction."
- Move Over, Millennial Moms, It's Time To Talk About Gen Z in
Millennial Moms have been the focus of our attention for a while now, but smart marketers are already looking ahead to a generation of moms just appearing on the horizon: Gen Z.
- As Women And Girls Take Off, Are Marketers Keeping Up? in
I've been spending some wonderful quality time with my 10-year-old daughter this summer, yet I can't stop thinking about the fact that no matter how I parent at home, there are still so many external factors that may get in the way of the confident young adult I hope she will become.
- Beyond Babies: Daily Digital Routines Of Moms With Older Kids in
Ask any mom, and she'll tell you: The first year of motherhood is chaotic. Every time you think you've settled into a routine, your baby decides to throw it all out the window. Nap times shift, eating habits evolve, and developmental milestones rocket past. The only thing you can predict about the first year is that your routine will change - routinely.
- Parenting Is A Gender-Neutral Job in
Millennial dads are being kept busy by their kids, but that doesn't mean they don't also take time to do some of the family's shopping. Research found that when it comes to purchase decision-making, dads say they are primarily responsible for electronics and financial services.