Marketers need to remember that while mothers’ core motivations may not change greatly, how they choose to express them does, according to research from Ipsos.

Mothering Excellence is Ipsos’ self-funded study that has looked into the consumer habits of Asia’s mothers across nine markets in the region, based on in-depth interviews with mothers of young children and with experts (including paediatricians, nutritionists, educators and marketers).

Control is a key motivation, says Anvaya Sharma, Singapore director for the market research firm. “She doesn’t want to leave anything around parenting to chance. She thinks it’s too important.”

But to avoid being seen as a “naggy, strict mum”, that means structured scheduling and detailed planning.

“We see she still wants control, but she is moving from her expression of being a drill sergeant to somebody who is camouflaging this to say, ‘I’m quite prepared’,” Sharma explains.

For brands there could be ways to help out by creating how-to resources, for example cheat sheets and guides. They could also look at tech-driven personalisation and digital productivity tools. (For more, read WARC’s report: Marketing to Asia’s mothers: Tips for brands.)

Asian mums are also increasingly happy trading family time for ‘me’ time, Sharma reports. “Being empowered, they are no longer being shy or deferring to motherhood.”

One way this trend is manifesting itself is in the growing popularity of solo and “girlfriend trips” without the children.

“These are not mothers who are negligent or bad mothers,” Sharma stresses. “They feel being the best mum, they need to at times let go of that mothering drudgery and pause that to take time out.”

Brands can inspire the Asian mother to be spontaneous in their communications, Ispsos suggests, citing the example of Amazon India’s Mom Be A Girl Again campaign which told the story of how a mum reconnects to her childhood passion for football together with her daughter.

Sourced from WARC