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Talkin’ ‘Bout … My Genera4on Stacy DeBroff!October 19, 2011!
Op4mis4c, entrepreneurial, confident. Digital na4ves – live online, communicate via email/text not phone. Terrorism, Gulf War,
Y2K, 9/11, Facebook “En$tled”
Free-‐spirited, experimental, yet also loyal. Vietnam, Watergate, Women’s Rights,
Transistor Radios “Me Genera$on”
Latch-‐key kids, self-‐reliant – not into labels. Resist paren4ng/family models of mother’s genera4on. End of the Cold War, AIDS, Atari,
Space ShuWle Challenger, War on Drugs “Defiant”
BOOMERS
1946 -‐ 1964
GEN -‐XERS
1965 -‐ 1976
GEN -‐Y ERS
1977 -‐ 1992
Stepping Out of Lockstep
¥ Moms answered 90+ in-‐depth ques4ons about their abtudes toward:
¥ Paren$ng & being a Mom
¥ Use of social media & technology ¥ How they want to engage with brands
W H E N & W H O
A B O U T
¥ In April 2011, we surveyed 900+ Moms: ¥ Gen Xers ¥ Gen Yers ¥ Boomer Moms
¥ All with kids under 11 years old ¥ Survey took 45 minutes to complete
M E T H O D O L O G Y
In-‐person Mom Friends Spouse/Partner Product Ra4ngs/Recommenda4ons My Online Mom Friends Retail Stores Mom Blogs Child Experts (In-‐Person) Online Paren4ng Sites My Mother Books Cost-‐Saving Emails Online Brand/Company Website Direct Mail Child Experts (Online) Email NewsleWers Print Magazine Ar4cle/Ad/Review TV Adver4sing Online Magazine Ar4cle/Ad/Review TwiWer Newspaper Reviews Online Targeted Ads on My Social Network Newspaper Reviews Celebrity Moms Radio Ads
Impact On Mom’s Purchasing Decisions
Tradi$onal
Online
Personal Recommendation Culture!
Online Connectivity!
!!
!!!
G E N E R A T I O N S
A G E S & S T A G E S
1! 2
Meet Meet!
Meet Generation Mom!
Core Paren4ng Values Converge
“say contentment in kids trumps future success”!
1!“would rather stay at home
instead of forging ahead on their career path”!
“would forgo a bigger paycheck to spend more time with their kids”!
!2!3!4
“put parenting ahead of their marriages”!
What Makes a Great Mom?
“Setting boundaries and keeping them.”!
1!
3
2
“Spending quality time with my kids.”!
“Raising children with good manners.”!
“I Feel So Guilty…
…for not spending enough time with my kids”!
1!
3
2
…about being short-tempered with my
family”!
…because I don’t play with my children enough”!
Crisis of Isola4on Secondarily: A Crisis of Isola4on
Only 19% of Moms raise their children in the community in which they were raised. Less than 50% live near family members. Over 80% don’t feel they get enough support from co-‐workers.
And when it comes to friendships…
W A V E S O F L O N E L I N E S S
BOOME R S
GEN -‐ X E R S
GEN -‐ Y E R S
Age of Social Media Connec4vity
3 out of 5 Moms Blog
Genera4on Mom’s Embrace of Social Media Connec4vity
3 out of 5 Moms engage with each other on TwiWer
9 out of 10 Moms cite Facebook as their “go-‐to” des4na4on
Communi4es of Commonality
Recommenda4on-‐Driven Culture
96%!trust products more aqer
they’ve done their own research
Online Recommenda4on Trust
82% !read product reviews online before buying a brand they
haven’t tried yet
90% !trust products more aqer hearing about them from friends
Untethering of Brand Loyalty
66% agree: Brands aren’t important to me
Looking for savings, Moms remain open to trying new products and brands.
You can spend less and get the same quality from a generic.
Only 50% consider themselves brand loyalists.
The Swing Vote
ü 78% of Moms say that they would gladly switch brands if offered a coupon
ü 68% pay attention to brands offering free samples
ü 65% poll their Mom friends when trying a new product
Moms now mirror independent voters ... and will cross the aisle in search of new brands.
Moms will switch brands …
If Friends Love a Brand & Recommend It
To Save Money
Honesty!!Affordability!
Transparency!
Social Consciousness!
Fun, style, !friendliness!
Be a Brand Moms Admire Win Me Over . . . and over, and over . . .
Be a Brand Moms Admire Social Media as Key to Reaching Genera4on Mom
Be a Brand Moms Admire Living in a Recommenda4on Culture
BOOME R
GEN -‐XER
GEN -‐Y ER
Generation Mom!
77 Chapel Street | Newton, MA 02458 | 617 244 3002 MomCentralConsul4ng.com | MomCentral.com | Facebook: Mom Central | TwiWer:MomCentral
Stacy DeBroff CEO and Founder
[email protected] @momcentral
For Consumer Insights: Tracey Hope-‐Ross
[email protected] @thopeross
