Global study released today at Cannes Lions shows what matters to moms and how marketers can connect with them
A giggle from a newborn, a son's knowing smile, a shared inside joke—these are the kinds of intimate family moments that moms around the world treasure most, but are getting harder to come by in their busy lives, according to a new global study by Yahoo! and Starcom MediaVest Group (SMG) released today at the Cannes Lions Festival of Creativity.
The comprehensive study, titled "Brave New Moms: Navigating Technology's Impact on Family Time," helps marketers understand the needs and wants of today's moms around the world, so they can help brands create deeper and more lasting connections with what matters most to moms. The yearlong study researched the behavior and preferences of 3,500 moms in nine countries---Argentina, China, Colombia, France, India, Mexico, Russia, the United Kingdom and the United States---through surveys, social media, video interviews, and a global online community of 1,100 moms.
Here are some highlights of the study. More details are available in this digital magazine.
Family moments are mom's "ultimate luxury"
Regardless of country, generation or age of children countries, moms consistently said that small, spontaneous intimate family moments are their "ultimate luxury" and source of fulfillment, according to the study. But these valued moments are harder to come by, often lost or brushed aside in lifestyles sped up by technology and weighed down by busy schedules.
- Two-thirds of the world's moms work full- or part-time
- 84% say that the time and effort they spend family planning activities are worth it if they result in special family moments.
Moms turn to digital sources for help
The study found that moms around the world are more open to advice, inspiration and ideas for creating meaningful family moments. They're turning to digital resources first for that assistance---which creates a tremendous opportunity for brands to deliver ideas and solutions in their online initiatives.
Technology can unite families---or pull them apart
Moms around the world noted a polarizing effect of technology on their family dynamics:
- 71% say their family spends time together with technology at least once a day
- 52% say their family is often distracted by technology during their time together
Again, opportunity is clear---technology is an integral part of family life, and brands can use it to help moms in their quest to find or build special moments.
The building blocks of family time
The special moments that moms treasure can happen at any time, but the study found that throughout the world, moms categorize family time in four consistent ways:
- Routines: everyday tasks that keep the family on track
- Rituals: emotional bonding moments that strengthen families (moms say they want more of these)
- Traditions: Moments that preserve cultural and family identity; often out of synch with today's families
- Relive: Moms seeks to capture moments of family time to relive and preserve them
New opportunities for brands to reach moms
Brands have long understood that moms are busy and family moments are important to them, but marketing typically focuses on ways to help moms get their work done more quickly (try searching "quick and easy recipes"). The study discovered an emerging shift in moms' attitudes---moving away from efficiency and focusing more sharply on meaningful family time.
To help marketers leverage the study's findings, Yahoo! and SMG created a framework to show brands how they can adapt their positioning and messaging to build deeper and more enduring connections with moms around the world. The basic elements are:
- Elevate routines into more meaningful rituals---marketers can offer new ways to turn mundane tasks into moments of fun or bonding
- Discover new rituals that moms can introduce to their families; 83% of moms enjoy planning activities for their families, and many go online to research them
- Adapt traditions to allow moms to experience them in new ways; 53% of moms already use digital resources to plan holidays, birthday and other special occasions
- Help moms extend these moments with new ideas on how to relive and preserve them; 54% of moms already enjoy digitally editing their memories, especially in Russia, India and China
This post is just a quick overview of the deep research, may insights and useful framework provided in the "Brave New Moms" study. For a closer look, read this new digital magazine on the study.