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Moms: Faking it While Freaking Out

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From AbelsonTaylor’s Health, Lies, and Motherhood anthropologic study validated by 400 moms, and presented at the Marketing 2 Moms Conference

Being a mom comes with unimaginable joy, right? Well, yes. But unexpected are those unfathomable moments of sheer freak-out. She’s responsible for the health, well-being, and moral grounding of another human so vulnerability comes with the territory. And when it comes to her kid’s health and wellness, those feelings of vulnerability can reach DEFCON level 1. In fact, there’s a direct correlation between her kid’s health and wellness and her perceived job performance. These vulnerabilities combined with the ever-present mom judgment can put pressure on her to get it just right. It’s not enough to just be good at this job; she has to appear to be good at it too, even by faking it. This is where health and wellness brands are uniquely positioned to help her and gain her loyalty in a way that no other category can, but the path to getting there isn’t what you’d expect.

Veröffentlicht in: Marketing
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Moms: Faking it While Freaking Out

  1. 1. Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. Moms: Faking It While Freaked Out From the AbelsonTaylor Health, Lies and Motherhood study
  2. 2. What EXACTLY do we mean by Faking It? Lies Health and Wellness Motherhood Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. 2
  3. 3. Faking it fāk/ ing [it] – Verb (1): To show an enhanced version of reality. Withhold flaws. Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. 3
  4. 4. Meet Amy NOT PROCESSED Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. 4
  5. 5. The reality? She’s faking it because she’s completely freaked Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. out… 5
  6. 6. Meet the REAL Amy Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. COOKIES BLEACH
  7. 7. Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. It’s actually all our fault Why is she REALLY freaked out and faking it?
  8. 8. The state of the union in motherhood Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. Judged By all the world’s watchful eyes 8 Freaked-out state of mind Info overload Excessive noise, varying perspectives, amazing sea of choice Self-inflicted pressure Anxiety at an all-time high Idealized Held to impossible standards
  9. 9. And what’s worse…we aren’t connecting with her Despite the fact that mothers are one of the most researched groups of consumers Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. 9 We aren’t connecti ng
  10. 10. 3 out of 4 Moms feel like marketers and advertisers don’t understand what it’s really like to be them The Mom Complex, http://www.thundertech.com/media/documents/thundertech-mobile-mom-report.pdf. Trillion Dollar Moms by Maria T. Bailey & Bonnie Worthy Ulman, http://m2moms.com/fast_facts.php. Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. 10
  11. 11. Why is it so hard to understand Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. mom? IT ISN’T 11
  12. 12. Get her to unintentionally reveal herself Exploring her natural habitat Peeking in her cupboards Confidential Observing Confidential and and property property of of AbelsonTaylor. AbelsonTaylor. her daily life Proprietary Proprietary and and nontransferable. nontransferable. Not Not for for dissemination. dissemination. Interacting with her
  13. 13. That’s when the TRUTH reveals itself Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.
  14. 14. Our research is as untraditional as it gets… It’s Anthropologic Mock Baby showers Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. 14 Quant validated So you know we aren’t lying In-home Inspections Mom-over Sleepover H&W Shop-a-long
  15. 15. Our nontraditional approach led to the real pressure point Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. of motherhood 15
  16. 16. Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. The need to get it just right Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.
  17. 17. Her child’s health and wellness is a reflection of her job performance Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.
  18. 18. The stronger moms feel about doing a good job, the stronger they feel about Health and Wellness Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. 18 My Kid’s health and wellness 79% correlation My performance as a mom
  19. 19. If you could guarantee your child ONE thing in life, what would it be? Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. 19 35% Happiness 30% Health Let’s put it in perspective
  20. 20. That may seem obvious, until you see what mom is willing to forgo Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. 20
  21. 21. What is mom willing to forgo? 22% Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. 6% 21 Strong morals and values Financial security 5% Self-confidence
  22. 22. As long as they’re healthy her kids can grow up to be insecure, broke, BUTTHEADS Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.
  23. 23. Health and Wellness Opportunity H&W brands The freaked-out vulnerable mom Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. 23 The confident self-assured mom You are here 82% feel that brands can help her do a better job
  24. 24. Health and Wellness brands are uniquely poised to help mom achieve superior mom performance Confidential Confidential and and property property of AbelsonTaylor. of AbelsonTaylor. Proprietary Proprietary and and nontransferable. nontransferable. Not Not for for dissemination. dissemination.
  25. 25. Freaked out [freek-out] – Verb (1): To lose one’s self due to extreme fear or anxiety. A heightened emotional and vulnerable state. Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. Istock 38006696 25
  26. 26. Vulnerabilities 94 % motherhood firsts = times of high vulnerability Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. 26 8 in 10 vulnerability even as their role of mom evolves over time are ever present
  27. 27. Breast-feeding Succeeding means overcoming Getting sick Daycare Why is my baby crying? Judgment School Siblings Vaccines Solid foods Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. 27 Sitters Puberty Learning to drive Pediatricia n Back to work The sex talk Off to college When my baby has a baby Having patience Injuries Behavior Am I a role model? Sleep
  28. 28. Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. Intense connection Emotional currency for future choices 28 Her vulnerabilities Your brand’s unique H&W solution A special kind of brand loyalty
  29. 29. You have the power to avoid brand promiscuity ! Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.

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