Here's a tip for marketers who think Asian mums are 'tiger' mothers: it's time to put that tired stereotype to bed.
"Many more millennial mums identify with being a kangaroo mum… a mum who enjoys being affectionate with her kids, hugging them, kissing them and holding them very close to her," said Tickled Media CEO Roshni Mahtani, at the CHOmum Marketing to Mums Conference held in Singapore recently.
The Asian mum, clearly, has changed with the times.
Only 28% of Asian mums identify themselves as being a tiger mum — to the extent that 60% of them cannot even bear...