Marketing to the four-eyed, four-legged consumer

In this excerpt from Marketing to the New Super Consumer, Mom & Kid, Tim Coffey, David Siegal and Greg Livingston, principals at the Cincinnati-based WonderGroup, argue that effective marketing to 'mother and child' (the four-eyed, four-legged consumer in the title) depends on understanding the changes that occur as today's child matures from pre-birth to teen.

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...