The real story... behind LED mothers

Dave McCaughan

McCann Worldgroup has conducted an ongoing research series called "Real Mothers," that tracks the lifestyles, interests and views of Japanese mothers with children.

The real story… behind LED mothers

Dave McCaughanMcCann WorldGroup Asia Pacific

When a crisis hits, everyone looks to mom for help. When a national crisis hits, as it happened in Japan this year, mothers were asked to be even more protective, caring and well mothering than normal. Early this year in this column I described an ongoing research series called "Real Mothers," where we have been tracking the lifestyles, interests and views of today's Japanese mothers with children. Now we have released the eighth annual report in the series, with a focus on how these women have coped in...

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