Here’s To The Tech-savvy Mom

While the majority of moms agree that being a mother brings with it considerable challenges,it’s important to celebrate the successes and leadership of modern moms. Our research uncovered a global group of smart moms who are taking control of technology,arming themselves with information and becoming more comfortable with integrating the separate spheres of work,family and self.

In ‘Truth About Moms’ we aimed to uncover some new ways of thinking about moms and inspire new ways of communicating with this powerful demographic. The study is based on an online quantitative survey of 6,800 moms conducted in the UK,US,Italy,Japan,Brazil,China,India and Mexico. It contains insights from over 40 focus groups conducted in all the above markets plus Indonesia,Malaysia,Peru,Singapore,Taiwan and Thailand.

The Mom Economy

Even the most prepared moms seek a support network of other moms for advice,favours and empathy. Altogether,88% of moms say that when they hear an interesting idea/advice regarding parenting they want to share it,and 37% say they want to share it with as many parents as possible. The vast majority of moms also see themselves as influencers within the ‘mom economy’.

Tech fuels the ‘mom economy’: From building their bank of expertise,to making new connections,to becoming savvier shoppers,moms are mastering technology to best utilise their time: 84% of moms agree that technology simplifies their lives,and 49% of married moms would rather save their phone/ computer over their engagement ring!

Brand building in the ‘mom economy’: Women are starting to think much more actively about how they manage their identity. Some have created distinct pages on Facebook for family and friends.

The rise of the mom blogger: The ultimate brand builder in the ‘mom economy’ is the mom blogger whose blog is a treasure trove of information for eager moms. A whopping 39% of online moms say they write some kind of blog.

From gate-keeping to game-changing: Brands must begin to rethink the emotional language they use to characterise modern moms. They aren’t gate-keeping,they are game-changing; not just homemakers,but family visionaries. Brands could partner with mom experts to fuel advocacy,such as plugging content into blogs. While 54% of moms are positive about advertising on blogs,only 7% said they felt negative towards ads in this space.

Google Plus Grandma

We’ve moved into a world of community parenting where moms are part of many different communities (offline and online). If we combine these multiple communities with doctors,parenting manuals,TV shows and other sources we have something akin to a Momapedia. But this deluge of information comes with challenges. 58% agree that when it comes to making good parenting decisions,there is too much conflicting information out there. This sentiment is highest in the developing markets: China (70%),Brazil (69%) and India (66%). Moms are dealing with this by learning to blend sources such as traditional advice from their mother accompanied by a Google check to reach the best solution. Smart moms realise that rather than constantly looking outside,sometimes it’s best to look inwards and rely on your own instinct (mom compass).

Brand advisor: Sometimes even with the most accurate compass,moms needs a trusted advisor. Brands are well positioned to play this role. However,they should stay away from adding to the clutter of information or pointing to the ‘right’ or ‘wrong’ decision.

Happy Together

Globally,when asked to choose just one from happy,successful,or rich,83% of moms said they would like their child to be “happy”. Nevertheless,it’s important to understand that the type of happiness moms want to bring to their children is rather different from even ten years ago. The top values moms want to instil in her children are: Being respectful,honesty and smartness.

After “always there when they need [her”,the second most important quality of a good mother is “teach[ing her children a strong sense of right and wrong.” This is a modern vision of happiness – that which does not come at the expense of others and the world around us. The best way to impart these values is for the mom to place herself on the same level as her kids. Maybe this is why globally,61% of moms want their children to think of them as a friend. Technology plays an important role in helping moms spend enriched time with their children. Globally,89% of online moms said they were sharing technology experiences with their children. The most popular experiences tend to be educational in nature — spending time online to help kids with homework or looking up information related to their interests. Their kids are also helping them better use technology.

Creating “Happy Together” moments: Brands can play a critical role in helping moms achieve today’s vision of happiness. They should be aligned with moms’ values of happiness,respectfulness,and honesty wherever possible. Brands should have a clear ethical stance so that moms feel good about bringing that brand into her child’s life. Moms are also looking for brands to create more opportunities for them to share enriched technology experien- ces with their children.

The Mom Triathlon

Moms have always had to balance different roles — a family caretaker,a successful professional,a self-sufficient individual. However,a change is taking place and many moms have become more ingenious at bringing these disparate roles together. They want to be acknowledged for the skilful ways they integrate their many roles,particularly by their children. Globally,71% of moms say they would prefer that her children “know the real me,even if that means showing them the mistakes I make”. In today’s Mom Triathlon,technology and changing workplace norms have made it easier to cross-train. The woman who uses Skype to keep the kids in touch with grandma realises that she can use the same technology to minimise work travel.

Rejecting the “supermom”: Globally 65% agree that there is no such thing as a “supermom.” One mom in the UK explained that when she was trying to do everything and be everything,she ended up breaking down and damaging all her relationships.

The Mom Triathlon is not about being perfect in every leg of the race,but being good enough in all three. Today’s moms definitely believe that they are running strong. 69% say that they are either “very good” or “good” mothers.

Unboxing the self: Since moms are finding some measure of harmony in their lives and think they’re doing a good job,there’s no need for them to be boxing themselves in anymore. They are more confident,have more power to define what they want from life and various tools and strategies at hand to manage the different domains of their lives. Perhaps this is why half of moms globally agree that “I am a mom but I don’t necessarily want to look like one.”

Equipping the triathmom: Brands should similarly adapt a holistic view of the race,instead of focusing on the different activities and roles which advertising messages often zero in on. The best brands will provide moms with utility for the whole triathlon and enable even greater integration across the spheres of her life. Moms’ successes should be celebrated instead of dramatising the struggle.

The writer is executive vice president (planning) at McCann Erickson