Marketing to Asia’s mothers: Tips for brands

Asia’s mothers are a powerful consumer demographic – but marketers need to appeal to the whole person, not just the mum.

Marketers need to remember that mothers aren’t only mothers but also people in their own right, according to Anvaya Sharma, director for market research firm Ipsos in Singapore.

“She is a mum or a mother to her kids, but not to us as marketers. They have multi-dimensional identities. They look at themselves as people with passions and interests,” said Sharma.

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