Marketing to the four-eyed, four-legged consumer

Tim Coffey, David Siegel and Greg Livingston

In this excerpt from Marketing to the New Super Consumer, Mom & Kid, Tim Coffey, David Siegal and Greg Livingston, principals at the Cincinnati-based WonderGroup, argue that effective marketing to 'mother and child' (the four-eyed, four-legged consumer in the title) depends on understanding the changes that occur as today's child matures from pre-birth to teen.

Marketing to the four-eyed, four-legged consumer

Tim Coffey, David Siegel and Greg Livingston

The nature of the four-eyed, four-legged consumer (4i4l), otherwise known as mother and child, changes as the child matures from pre-birth (pregnancy) to teen. Today's mothers and their children are substantially different from previous generations in their approach to life, and parenting in particular. By examining their lifestages, we can better understand how the 4i4l develops and changes over time. Each stage brings a new relationship between mother and child that significantly affects how they make decisions together, with each stage informing the...

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