Come to mama

Lynn Russo

This paper discusses the challenges of marketing to mothers. They are more important than ever, but are also demographically very different from what they used to be (they are, for example, more affluent and short of time, while there are also more single mothers).

Come to mama

Lynn Russo

They're The Chief Financial Officers of the Family, responsible for up to 85 percent of all household purchases – including items you might not expect, such as home-repair goods, automobiles, and entertainment systems. In addition to being tough and discerning, they're skeptical and demanding. And, no, they're not all created equal. Fail to meet their needs and expectations and your messages will fall on deaf ears.

Sound like a good challenge? Welcome to the era of marketing to mothers, where old rules no longer apply. With annual purchasing power in excess of $1.7 trillion,...

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