• ENGAGE:MOMS
    More Brands Embrace Marketing With Women
    Whether it's Gisele punching mean tweets, mothers and daughters bonding over their curly locks or children showing us how they throw "like a girl," female empowerment campaigns are one of the biggest trends in advertising today. In fact, this year, the Cannes Lions Festival of Creativity is introducing the "Glass Lion," reserved for creative work that explicitly addresses issues of gender inequality prejudice.
  • ENGAGE:MOMS
    New Millennial Moms Craving Healthier Options At The Supermarket
    Nearly everyone associates cravings with pregnant women. And you'd be right, but we're not talking about wanting pickles and ice cream at 3 a.m. We're referring to a first-time mom's deep craving for information.
  • ENGAGE:MOMS
    How Millennials Are Redefining The Role Of Grandparents
    Of the many differences between Millennial Moms and their predecessors, there is one influence that is worth noting for marketers and that is the redefined role of grandparents. The Millennial Moms' parents as grandparents play a much bigger and more detailed role in the family, not only for the Moms but also for their children.
  • ENGAGE:MOMS
    Speaking Her Language: How Brands Connect With Moms Around The Globe
    Companies are under constant pressure to maintain a unified global brand message, but that strategy can have its pitfalls. Imagine, for example, that you're a European company trying to market a relaxing bubble bath to new moms in China. After launching your digital ad campaign, you suddenly find yourself in hot water with your core demographic. Little did you know, the Chinese tradition of zuo yuezi requires new moms to observe strict rules during their post-childbirth confinement period. One of the biggest taboos? Baths.
  • ENGAGE:MOMS
    The Multicultural Diversity Of Motherhood
    While most of us tend to think of diversity as Hispanic, African American, Asian and other ethnicities, there is a growing diversity in all Americans, and also between them. This is the very reason Tara J. Frank, vice president for multicultural strategy at 100+-year-old Hallmark, has such an important job.