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Different values drive Asia's mothers

News, 22 May 2017
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SINGAPORE: Marketers must understand the diversity of mothers across Asia's many markets and not take a one-size-fits-all approach, according to a panel of client and agency-side experts.

"From the research to the insights, we see really different needs, wants and desires," said Fionn Hyndman, Outbrain's commercial director for APAC, at the recent CHOmum Marketing to Mums Conference.

"In the Philippines, for example, where you've got newly affluent mums, we see a lot more demand for content around how-to guides. They are doing things with their kids that their parents didn't do with them … we see massive differences from that market, compared to Singapore or Malaysia," he added.

(For more about this diverse demographic across the region, read WARC's exclusive report: Marketing to the modern parent – understanding Asia's mothers.)

"They want their kids to be proud of what they do, and they also want to be proud of what their kids do," added Ivan Zeng, Lego's director of digital marketing for APAC.

"They increasingly want to be meaningful partners in whatever their kids do, be it school, be it homework, be it play, be it anything the kids are doing. They are not just gatekeepers or protectors."

When it comes to their attitudes towards brands, Zeng noted that the Southeast Asia and India markets are "increasingly embracing international brands and influencers".

However, he also observed that culturally homogeneous markets, such as Japan and Korea, continue to stick to domestic brands.

Of the local brands, he said: "They have a very big cultural impact and they shape how mums are thinking as well."

What unifies mums across different markets in the region, however, is their perpetual lack of time, according to third party research by AC Nielsen.

Today's mothers in Asia are also more modern than previous generations but hold cultural values and traditions in high esteem when it comes to parenting.

"We will continue to globalise, but cultural values and traditions will not go away. It will still be a part of how we want to bring up our children," said Zeng.

Data sourced from WARC

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