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.

Mothering Excellence, Ipsos’ self-funded regional research study that took place in 2015 and 2018 across 11 APAC markets (Singapore, Indonesia, Malaysia, Thailand, Vietnam, the Philippines, South Korea, Japan and India) delved into the consumer habits of Asia’s mothers.

The research included in-depth interviews with 45 mothers with children aged up to 10 years and interviews with experts (including paediatricians, nutritionists, educators and marketers).

“What we see is the core motivations don’t really change in three years…. But the way that these motivations are manifested or expressed by mums, that’s where the change is,” Sharma explained.