It's a sad fact indeed, but globally, women are still paid around 70% less than men. This is especially shocking considering how women will control almost two thirds of consumer wealth in the next decade. Smart brands seeking to build relationships with women know that as women close the pay gap, forging strong, meaningful connections with them is essential to sustained growth and profitability. Yet the sad truth is that 9 out of 10 women currently find marketing efforts geared specifically towards them to be (by and large) shockingly ineffective.
MullenLowe London, however, have been working on the insight that, in addition to the proven spending power, it’s also a mother’s care, development, and influence towards her offspring that will shape the generations to come. As such, to examine the similarities and differences of global motherhood as a means to better understand our developing world, they teamed up with Frank About Women to conduct a Global Motherhood Survey using proprietary online research in Spring 2016 in Australia, China, Colombia, India, the UK and the US.
Frank About Women - Global Motherhood Study
Sandy Doran, Strategist at MullenLowe London and Frank About Women UK leader, said: “Whether you’re a UK brand or working internationally, this report will help you to get closer to mums in 2016. With the information overload experienced by expecting and new parents firmly in mind we’ve recommended 6 important ways to engage with new and expectant mums and their families.” Shaun Stripling, Chief Strategy Officer at MullenLowe US and Global Director of Frank About Women, added: “With our international white paper, we investigate the far-from-obvious, challenge assumptions, and deliver provocative insights and ideas that help brands build meaningful relationships with global moms.”
Frank About Women is a global think tank with a mission to make communications more effective, relatable, and enjoyable for both advertisers and women. It was conceived 12 years ago by MullenLowe, who set out with a mission to help marketers better understand how to connect with women through effective, creative communications. The global motherhood study is the first global facing piece of research from Frank About Women that aims to inform and direct marketers with proprietary knowledge and insight on how to better connect with expectant, first time, and new mothers in the six markets of focus. Previous content with insights delivered from Frank About Women include how technology, social media and influencers play in a woman’s life and how it impacts her gut instincts. A proprietary study was also conducted around the ‘SWANK’ (Single Woman Affluent No Kids); a growing and important demographic.
The full report can be experienced in full, right HERE. Insights and observations exposed in the Global Motherhood survey, included:
83% of mums in the UK think they’re good or excellent parents, making us amongst the most relaxed about our abilities globally.
Connecting the dots regarding the universal opportunities for brands to build loyalty with mothers before childbirth (hint: increase her feelings of success and confidence throughout pregnancy).
How 60% of global moms feel that children should not be exposed to technology at an early age while 79% of Colombian moms actually feel that early access to technology is harmful to kids.
The magic data diet of U.K. and Australian mums: they are 66X more likely to say it’s best not to consume too much information during pregnancy as it causes them stress.