13. 87% able to maintain good disciplineNew challenge for tween and teen moms – managing their mobile and socially networked kids 81% taking measures to monitor child’s cell phone use 93% taking measures to control child’s social network use 1
38. Add Value to Moms’ Lives Given what we now know about moms’ key challenges, how can brands add value to moms’ lives and impact overall life satisfaction?
39.
40. Happiness with kids is NECESSARY but NOT SUFFICIENT for high quality of life score2 13
41. Add Value to Moms’ Lives The MainDrivers of Happiness for Moms CONNECTIONS strong relationships with friends & others outside of the home CONTROL the ‘master of their fate’-at home & everywhere else the to path happiness SELF EXPRESSION participate in activities, feel challenged, express talents 2 14
42.
43. How? Provide platforms that allow them to find friends and connect to other moms like them and opportunities to meet others through online and offline activities2
44. Brands Improving Moms’ Lives: Connections Marketer implication - support programs that: 1. Enable Moms to make connections and strengthen relationships Sponsored Communities can bring moms together on topics relevant to them 2
47. Brands Improving Moms’ Lives: Control Marketer implication - support programs that: 2. Help Moms gain greater control on issues close to them by providing relevant content Sponsored Real Mom Tips and expert content provide real value to moms 2
50. Brands Improving Moms’ Lives: Self Expression Marketer implication - support programs that: 3. Provide experiences for moms to express themselves and feel challenged & engaged Sponsored experiences can empower moms to make a difference for causes they care about 2
51.
52. 62% of moms say would buy more from company adding value to her life beyond the typical product/service provided
53. Happier moms are more influential:Brands Improving Moms’ Lives: Benefits / Dividends
54.
55. 82% of moms would provide feedback on what is said in advertising and marketing messages.
56. 78% would spread the word about brands if given the opportunity to be a Brand Ambassador.3