The Marketing to Mom Coalition, of which I am a Founding Member, today released the results of the State of American Moms. It’s a wonderful report focused on everything from technology to shopping behaviors of mothers. The full report is available from the Marketing to Moms Coalition,www.marketingtomomcoalition.org.
I am excited to share a few of the highlights with you:
STATE OF AMERICAN MOM REPORT RELEASED TODAY
Survey Shows More Moms are Stressed Out in 2008, Cites Top Issues of Concern
October 9, 2008, Chicago, Ill. — Stress levels were brewing among moms across the country well before the recent financial crisis began, and the current economic environment isn’t helping matters. According to the recent State of the American Mom Report from the Marketing to Moms Coalition, nearly all moms (90%) saw the economy getting weaker even before the collapse on Wall Street. According to the nationwide survey of 1,033 mothers, more moms (40%) feel stressed about their current family life, than feel good about the way things are (33%).
Among many findings, the report shows an increase in moms admitting to be stressed, particularly full-time working mothers and those with lower incomes. Also, stress appears to be on the rise for divorced moms (47%).
“There’s no question that moms continue to have a growing list of concerns in this country,” said Michal Clements, founding member of the Marketing to Mom Coalition and partner of Incite to Action, the research firm that fielded the study. “The State of the American Mom Report shows that moms are feeling more overwhelmed, more concerned about their children versus themselves. Moms are continuing to try to find ways to streamline and simplify their lives – now more than ever.”
Stress Varies by Season
Overall, moms say the holidays are the most stressful time of year (40%), followed by summer when children aren’t in school (32%), back-to-school time (25%) and the end of the school year (6%). However, there were some interesting differences:
What Moms Do to Save Time and Money
The majority of moms (75%) say they have been using leftovers more this year in an effort to save money, especially Caucasian moms (78%) and Hispanic moms (74%). Conversely, one in three African American moms (31%) either doesn’t use left overs or uses them less now than in the past.
Many moms are trying to find ways to do more one-stop shopping to save time and money. Sixty three percent of moms try to one-stop shop, especially those moms with children age two and under (69%). Other top ways moms try to save time and cut costs include making meals at home (63%), shopping/paying bills online (55%), enlisting children to help in household chores (46%), and shopping in bulk (45%).
What Matters Most to Moms
When asked to what are the most important issues on moms’ minds in 2008, collectively the respondents provided this ranking:
Listen Up, Girlfriends
In spite of all stress, more moms are becoming experts in the art of parenting – or so they think. When compared to 2007 data, more moms in 2008 identify themselves as an ”opinion leaders” and say they are likely to share information among their friends and family. This may be correlated to the boom in mommy blogs and web sites over the past year.
The State of the American Report surveyed a nationally representative sample of 1,033 mothers with at least one child aged under age 18 in the household. Data was analyzed by working status, household income, ethnicity as well as number of children living at home. To see the executive summary of the study and to purchase the full report, visit www.marketingtomomscoalition.org. _
About The Marketing to Moms Coalition
The Marketing to Moms Coalition is the only industry group dedicated to furthering an understanding of America’s most powerful consumers. A not-for-profit organization, the group’s goal is to share knowledge and insights about moms to help marketers create programs that engage and empower this driving force of the American economy. More information about the coalition can be found at www.marketingtomomscoalition.org.
This week the Marketing to Moms Coalition and BSM Media, www.bsmmedia.comhosted the Mommy Blogger Monologues. It was the second of a national tour of events planned to educate, inform and create a dialogue between Mommy Bloggers and companies.
When I created the Mommy Blogger Monologues it was the outcome of reading hundreds of mom blog posts which expressed a discontentment with how marketers were reaching out to them. Bloggers complained that their in-boxes were being clogged with irrelevant press releases and emails asking for one-sided favors.
Companies on the other hand are eager to get to these influential mothers. Last week’s New York Mommy Blogger Monologues seemed to hit the mark for both bloggers and marketers. In fact, you can read some of the great recaps from the bloggers’ perspectives here, here, here and here.
The panel was filled with eight very smart and savvy mom bloggers:
Kimberly Coleman of www.mominthecity.com
Kelcey Kintner of www.mambirddiaries.com
Alexis Martin Neely of www.FamilyWealthSecrets.com
Kim Pace of www.joggingincircles.com
Amy Platt of www.LIParentSource.com
Andi Silverman of www.mamaknowsbreast.com
These women provided many very good tips for working with moms in the blogosphere. Among them:
– Read the blog before sending a release to determine if your product is a good fit for the mom and her audience
– Be honest and transparent
– Introduce yourself and speak to the moms as you would anyone else
– Present a mutually beneficial marketing idea
– Don’t pay for placement but do remember that some blogs are a business
– Ultimately the blogger is loyal to her readers
I feel very fortunate to know mom bloggers and even more grateful that they are willing to share their insights with companies.
For more information about reaching mom bloggers or data on the mom blogosphere, visit www.marketingtomoms.com
If you’ve read my blog, heard me on Mom Talk Radio or read one of my articles on Desexualizing Six Year Olds, you know that I’ve been working on an exciting new project, the Precious Girls ClubTM. It’s a new virtual world website and chapter book series for young girls. Since it’s from Precious Moments®, the site has all the same wholesome values we associate with this trusted brand and those we are trying to instill in our own children like loving, caring and responsibility. These values are reinforced throughout the site in fun and engaging experiences for girls and through a chapter book series and related products that go along with the site. The site just launched and the books are available in stores and online.
I hope you’ll take a minute to explore www.preciousgirlsclub.com and share it with your daughter. Feel free to share the news of Precious Girls Club and the free access code which follows. Let them know that playing on the site is free, but they can also get a free month of premium Rainbow Club membership by entering 8137-KTQ1-NZCG on the web access code page. I think you’ll find this site to be different and refreshing – a place that encourages girls to be girls.
I am very passionate about providing young girls an environment and place to play which is safe and mirrors the values of friendship, caring, loving and more.
Since I’m always interested in the attitudes and intentions of Moms, we recently polled Moms nationwide on a topic that is on everyone’s minds these days: campaign 2008. We know that Moms are planning to come out to the polls and we know the hot-button issues in the Presidential race. But, debate topics aside, what do Moms really think about what they’re seeing on the campaign trail? Let’s find out. Here are some of the results of our most recent Presidential Campaign Survey.
Moms on the Election:
– 22% read and watch everything, from political blogs to shows
– 10% are unsure
– 5% don’t plan to vote
On the Running Mate Decisions:
– 20% are not sure if their feelings have changed
– 28% are still undecided
– 7% were previously undecided but now voting Republican
– 6% were previously leaning towards the Democrats but are now voting Republican
– 5% were previously undecided but now voting Democrat
– 3% were previously leaning towards the Republicans but are now voting Democrat
– Of those whose feelings changed, 53% are now more inclined to vote McCain/Palin
On Sarah Palin:
– 36% think she was a great choice and are planning on voting Republican
– 24% think it was a contrived political move
– 14% are encouraged that a woman could potentially be our VP but don’t agree with her stance on issues
– 11% like her a strong woman but are not planning on voting for her
– 9% don’t think it was a wise choice for John McCain
– 5% said they were unsure of their vote before, but don’t want to pass up the chance to see a woman in the white house
– 29% said yes
– 24% said somewhat
– 43% said no
– 4% don’t know
– Of those:
§ 75% relate to her facing family difficulties
§ 45% relate to the way she balances a career and family
§ 42% relate to her conservative views
§ 30% relate to her having children later in life
§ 24% relate to her having a child with a disability
§ 16% relate to her political aspirations
– 52% said Yes
– 32% said Somewhat
– 16% said No
On Michelle Obama:
On Women/Moms in Politics:
– 53% said no
– 26% didn’t know
– 21% said yes
– 47% give it some consideration
– 40% said it makes no impact
– 11% give it a lot of consideration
– 3% said it greatly impacts their vote
– 63% said Yes
– 24% aren’t sure
– 14% said No
– 30% think it’s easier balancing motherhood as the First Lady
– 5% think it’s easier balancing motherhood as the Vice President
On Candidates Speaking to Motherhood: