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Marketing to Moms in the United States 2010
Mintel, Feb 2010, Pages: 66
The well-established notion that moms control or strongly influence most of a household’s spending is taking on even greater significance as the Great Recession continues to motivate American families to re-evaluate what’s truly important in their lives. Understanding moms’ perspectives and priorities has never been more important to brand marketers and retailers.
This report provides an in-depth analysis of what drives today’s moms, including:
- The demographics of motherhood, ranging from their age and income, to their employment, marital status, and the type of household in which they live
- A look at how the notion of a working mom as shifted in a generation from the exception to increasingly the rule, and how moms’ approach to balancing work and family continues to evolve today
- An analysis of what moms themselves consider to be the qualities most essential to being a good mom, and what’s perhaps not quite so essential
- Insight into what’s important to moms when it comes to planning family activities and providing family nutrition
- Analysis of moms’ increasingly budget-driven shopping behavior, including the most important influences on her purchase decisions
- An update on moms’ rapid adoption of both social media networks and various forms of technology
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