Truth about Moms

Did you know:

“Moms today don’t want to be defined by each of the individual roles they have to play (family-me, work-me & self-me), but instead they want to be acknowledged for the skilful ways of integrating their many roles (particularly by their children)”

What drives today’s mother? What are her hopes for her children and indeed herself? How does she use technology to navigate the world around her? In marketing, we sometimes make the mistake of talking about mums in overly emotional terms. In truth, they are smart, economically savvy women who are leading technology usage, expertly trading in the currencies of advice and ideas, and realigning the values of the next generation. And yet, communication aimed at moms can be riddled with clichés; genuine originality in this space is short in supply. Therefore, we created this truth report with the aim to uncover some new ways of thinking about moms, and inspire to alternative communication with this powerful demographic.

Interested in the full Truth About Moms report? Please contact strategy@mccann.se

Show all
Truth about Youth
Truth about Youth2017
Truth about Shopping
Truth about Shopping2015
Truth about Fans
Truth about Fans2014
Truth about Affluence
Truth about Affluence2014
Truth about Advertising
Truth about Advertising2013
Truth about Connected You
Truth about Connected You2013
Truth about Wellness
Truth about Wellness2013
Truth about Politics
Truth about Politics2012
Truth about Asian Women
Truth about Asian Women2012
Truth about Mobile Economy
Truth about Mobile Economy2012
Truth about Moms
Truth about Moms2012
Truth about Beauty
Truth about Beauty2012
Truth about Youth
Truth about Youth2012
Truth about Social
Truth about Social2012
Truth about Privacy
Truth about Privacy2011