Moms today are not the same as moms tomorrow. This presentation examines what motivates moms today and gives examples of brands doing a killer job at connecting with them. Originally presented at ad:tech 2010 in San Francisco.

1. The Learn Phase: Killer Creative for Moms Prepared by @adamkleinberg for ad:tech SF 2010

2. WARNING The following page contains imagery that may be deemed inappropriate or offensive to some audience members.

3. Future

4. US Births Baby Boom (Huge) Gen X (Not So Big) Millennials (Even More Huge) 1950 1960 1970 1980 1990 2000

7. Today’s mom... Multi-Tasks Is a Prolific Sharer Relies on Online Community Crowd-Sources Decisions

8. What motivates people?

9. Internal External Collective Individual Motivations Economic Motive The need for material success Tribal Motive The need to help your community Moral Motive The need to do something good Social Motive The need for influence and recognition Pleasure Motive The need for enjoyment

10. Context + Motivations =

11. Killer Creative for the New Mom

14. Internal External Motivations Collective Individual Economic Motive The need for material success Tribal Motive The need to help your community Moral Motive The need to do something good Social Motive The need for influence and recognition Pleasure Motive The need for enjoyment

19. Internal External Collective Individual Economic Motive The need for material success Social Motive The need for influence and recognition Pleasure Motive The need for enjoyment Tribal Motive The need to help your community Moral Motive The need to do something good

22. A Better Bottle. A Better Day.

24. Internal External Collective Individual Economic Motive The need for material success Tribal Motive The need to help your community Moral Motive The need to do something good Social Motive The need for influence and recognition Pleasure Motive The need for enjoyment

25. Moral Motive The need to do something good Tribal Motive The need to help your community

27. Context Today’s mom is wired.

28. Internal External Motivations Collective Individual Tribal Motive The need to help your community Moral Motive The need to do something good Economic Motive The need for material success Social Motive The need for influence and recognition Pleasure Motive The need for enjoyment

29. Pleasure Motive The need for enjoyment

30. Moral Motive The need to do something good

31. Social Motive The need for influence and recognition

32. Tribal Motive The need to help your community

33. Moral Motive The need to do something good