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 next one. Most importantly, each stage requires a different approach to marketing effectively.