Maria Bailey, mom marketing expert and CEO of BSM Media, speaks about how moms define their professional roles.
Maria Bailey, mom marketing expert, speaks about the core values of moms:
If the hand that rocks the cradle rules the world, that same hand could also choose the next US president. With almost 40 million moms heading to the polls in a little more than one year, it’s time for presidential candidates to pay attention to the issues and expectations of this powerful voting bloc. In a recent survey by Maria Bailey, author of “Millennial Moms: 202 Facts Marketers Need to Know to Drive Sales and Build Brands” (Wyatt-McKenzie, 2015) and BSM Media, more than 89% of moms – Millennials, Gen X and Boomers alike – plan to vote in the 2016 election but 60% of these same moms feel that the current presidential candidates are not focusing on the mom vote.
Four candidates are early favorites among moms: Hilary Clinton (26%), Donald Trump (23%), Ben Carson (21%) and Bernie Sanders (19%). “The more important number for politicians to focus on is the 32% of moms who are undecided at this point,” says the survey author and marketing to moms expert Maria Bailey, adding, “that’s 12 million votes or more that can make or break a campaign.”
HOW THE CANDIDATES STACK UP
Based on their own personal experiences and their roles as mothers, moms in the survey indicated that they would, as one mom says, “tend to look at the larger picture of what their stance is on all things.” From reduction in college tuition for 68% of moms to equal pay for women for another 51%, mothers represent a challenging array of views along with a valuable opportunity for the candidates to win the White House.
5 WAYS TO WIN MOM VOTES
On the lighter side of politics, moms would like to instill these personal characteristics in their children: the confidence and ambition of Hilary Clinton and Carly Fiorina, the honesty of Bernie Sanders, Ben Carson’s intelligence and Donald Trump’s honesty. The best first spouse is a clear favorite with Bill Clinton at 39%. When homework help is needed, Ben Carson is the top choice for 30% of moms.
For more survey results or to interview Maria Bailey, please email Amy Sobel at firstname.lastname@example.org.
About Maria Bailey
Maria Bailey is the CEO of BSM Media and the foremost authority on marketing to moms. Bailey was the first person to quantify the annual spending of U.S. mothers in 1998. Since then, government agencies, media outlets, global brands and even competitors have used her $1.7 trillion number and subsequent increases as a means to drive budgets and sales. Her first book, Marketing to Moms: Getting Your Share of the Trillion Dollar Market, was the first study to focus on this lucrative market and educate brands on tapping into the wallets of mothers. Millennial Moms: 202 Facts Marketers Need To Know To Build Brands and Drive Sales is the latest in a string of mom-focused titles she has authored. For information, visit MariaBailey.com. She has been featured on ESPN: Outside the Lines, CNBC, CNN Money, ABC New York and Lifetime TV and in the Wall Street Journal, New York Times and O Magazine.
As they have done with most aspects of life, Millennial Moms have put their own mark on the workplace and how they view employment. Millennials now compose 34% of the workforce according to the Department of Labor Statistics, outnumbering Boomers and Gen Xers who represent 32% combined. By 2020, they will represent 46% of all U.S. workers. They are entrepreneurial in spirit, mostly because they seek employment on their own terms.
Whether they work in an office or at home, Millennial Moms love partnerships and collaboration. Not afraid to tackle tasks where they have no direct experience, Millennial Moms prefer to work in teams at the office or by networking with other moms online from home. And the terms “working mom” and “stay-at-home mom” need to be banished from any discussion about employment. In a recent survey, we asked Millennial Moms who earn income at home to classify their work status. The exact same percentage of mothers claimed the title of stay-at-home mom as work-at-home mom, with another 10% taking on the title of working mother. Updating terms to fit Millennial Moms, four new classifications look like this:
Older Millennial Moms are more likely to be earning some kind of income even if they are at home with children. Younger Millennial Moms who choose to stay at home with their children have intentions to earn income sometime in the near future. These are women who are creative and confident in utilizing technology to find work-life integration. Notice I didn’t say “work-life balance” — Millennial Moms don’t seek balance in the same way as their parents did. They believe they can have it all without the Superwoman cape and on their own terms.
Interestingly, we asked our Millennial Moms if they felt most of their peers aspired to be what would be known as the traditional “stay-at-home mom.” The results showed that, two to one, our moms answered “No.”
Why is this of interest to marketers? If you work with mom influencers, it’s important to recognize that most of these moms are in the business to make money. They consider themselves business owners and work-at-home mothers. Remembering this fact will help you define business opportunities that meet your respective goals and establish a mutually beneficial relationship. They want you as a brand to respect them as a business owner and they will reward you for it.
What is your experience with work-at-home mothers whom you’ve employed for your brand? Comment here or tweet me at @momtalkradio with your thoughts.