To help address this disparity, the ‘Moms & Marketing:irl’ (in real life) study identified a range of emotionally relevant, quantitatively verified roles for moms that are more distinct and compelling than the ubiquitous ‘carer’ character seen across much of today’s advertising.
“This is a landmark research study with profound implications for major global brands,” said Robert Senior, CEO Worldwide of Saatchi & Saatchi. “The findings show how brands can better communicate with our most valued audience in more authentic and emotionally resonant ways.”
The Moms & Marketing:irl study consisted of 750 interviews of moms with children between the ages of newborn and 17 from eight regions (China, Germany, Italy, India, Mexico, the UK, the U.S. and U.S. Hispanics), with 350 of the interviews taking place in ten U.S. cities.
A summary presentation of the Moms & Marketing:irl study can be downloaded here.