Marketing to Australia’s mothers

This article explores the common mistakes made by marketers when targeting Australian mums, based on a survey of 1800 mothers in the country.

There are 6.2 million mothers in Australia, and almost two thirds - 63% - feel that advertisers don't understand them. Based on a survey of 1,800 Australian mums, marketing consultant Katrina McCarter found brands are making a series of avoidable mistakes.

With 140,000 women in Australia becoming mothers every year, and mums responsible for $132 billion in spending per annum, this is a growing and cashed up audience. If mums were an industry, McCarter notes, they would be the largest contributor to the gross domestic product in the country, but advertisers are regularly missing the mark with this audience.

And...

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