Truth about moms
Welcome to The Age of the 'Mom Economy,' where smart moms are conquering the world of technology.
Over two-thirds of moms are tech-fluent, super-influencers who are expertly trading in the currencies of advice and ideas. Today’s moms are also a major force in realigning the goals of the next generation to focus on happiness rather than riches and success, according to a rigorous quantitative and qualitative new global research study by McCann Truth Central*.
“Although we often look at moms in emotional terms,” said Daryl Lee, Chief Strategy Officer, McCann Erickson, “indeed they are smart economic agents who use technology in ways that push boundaries. In countries like China, for instance, where reliable referrals are limited, mom bloggers are banding together to find the truth. To earn their attention, brands need to earn their respect.”
The study found that blogs are a foundation of The Mom Economy, where knowledge and expertise have become vital currency. Nearly 40 per cent of online Moms around the world say they write a blog; in China, where moms regard Weibo as blogging, it’s 86 per cent.
Sixty seven per cent of moms believe technology helps them to be better mothers – in emerging markets we see this rise to 91 per cent in China and 90 per cent in India.
A mom in Brazil said "Since we don’t have the family support they had in the past, technology helps the mothers who are alone. Technology is a friend!”
“The global economic battering and corporate scandals of the past few years seem to have contributed to a shift in the goals moms have for their children,” said Laura Simpson, Global Director of McCann Truth Central. “Whereas mothers have long been hyper-focused on the material success of their children, today moms, from the U.S. to China to Mexico, appear to be unified by one simple value: They want to raise happy kids.”
Eighty three per cent of moms rank happiness for their children above success and riches; 65 per cent of today’s moms are rejecting the myth of the perfect “supermom”; and 71 per cent of moms want their kids to know the “real me” warts and all.
“I want my son to be proud of my attitude of not being afraid of making mistakes,”said a mom in Japan.
