This Sunday, we celebrate mom. We celebrate her loyal commitment to family, her abundance of support and love, and her irrefutable talent for baking chocolate chip cookies on the regular. As someone who has yet to experience the joys of motherhood, I don’t know what it’s like to care for a child or teach motherly lessons. I don’t know what it’s like to watch your daughter take her first steps or listen to your son say his first word. I know nothing about being a mom, other than the fact that it’s probably going to be the hardest, most wonderful thing I’ll ever do.
In honor of Mother’s Day, I looked in to some of the characteristics and charming attributes of today’s mothers. And here’s what I do know – the average age of a first-time mom is 25.8. Which, for me, is alarming because, if I were shooting for average, I should be pregnant by July. Calm down, mom, it’s not happening anytime soon.
What is happening, though, is a gradual shift in the purchasing power of the everyday mom. 83% of all new moms are millennials, meaning all those tech-savvy, culturally connected young folk are becoming parents, and they’re taking over the marketing world by storm. Millennial moms are one of the most influential marketing segments in history, raking in more purchasing power than any other generation, ever. Here are a few things to keep in mind when crafting campaigns around the millennial mom:
They’re starving for time – the easier their life is made by your brand, the better. Show them you value their time and their duties as a mother, and give them a reason to use whatever services your brand provides.
Moms rely on other moms for advice – about anything. From product reviews to sippy cup recommendations, moms are honest with each other, and they talk a lot.
Give them a reward, and they’ll reward you with their loyalty. According to a recent GroupHigh survey, “81% of moms are more likely to engage with a brand if there is some sort of reward system in place.”
Blogs are extremely influential for mothers. More and more conversations are taking place on blogs and in blog comments, and moms rely on blogger feedback for many purchase-making decisions.
They value brands that value their community. Millennials are known for their volunteer efforts, and millennial moms are no different. Even more, 37% of millennial moms decide to buy from a brand that supports a cause.
On Mother’s Day and every day, we hope all the mothers out there know how much they’re appreciated and loved. And from all of us at Gemba, have a happy (and sunny!) weekend celebrating mom.