Find The Balance In Marketing to Moms

It’s often said that being a Mom is the toughest job in the world. How can you be a “present” caregiver for your children—and still find the time and energy to nurture your own needs and career, so you can provide the best for them?

Research indicates that when Moms try to do both, they often get caught in the middle.  This affects how they feel about brands—and how and where those brands market to them. Mintel* recently released a study about marketing to Moms that sheds light on how they see their role. Many of the feelings Moms expressed seem contradictory on the surface, so a closer look is necessary to reveal the insights for marketers. Here’s the upshot:


They know technology is pervasive, and it’s not going away. They know their kids will need to understand technology—and are likely to embrace any tech product that aids in learning and development.


They read the news—so they know the dangers for kids in the digital world, and they don’t want their kids engrossed in screens all day. Products or activities that get kids outdoors or moving around can help Moms provide that balance for their kids.


Moms love it for their sakes. A strong majority (71%) say they visit Facebook every day. Social media is a great way to connect with other Moms, get recommendations for kid-friendly products and services, and solicit advice from their peers. Therefore, it’s also a great way to deliver your marketing message.


Moms fear it for their kids’ sakes. They’re worried about social-media addiction, and who their kids might meet on social-media platforms. Their desire to protect their kids may affect household decisions about allowing more technology and social media into the home.


More than half of working Moms said they’d prefer to be full-time, stay-at-home parents. Many working Moms (43%) said they feel the need to justify their decision to go to work. So any product or service that saves them time, allowing them to spend more with their kids, will likely find enthusiastic acceptance.


Here’s the flip side: nearly a third of stay-at-home Moms said they’d rather work outside the home, and nearly half of those say they feel the need to justify their decision to stay home. Brands that help them meet their own needs and feel engaged in the outside world will resonate with these Moms.


More than three-quarters of Moms surveyed said their finances are “healthy” or “OK.” This is good news for marketers who are fighting for this coveted group’s share of wallet. Digital advertising’s ability to finely target Moms—with just the right message at the right time on the right platform—is key to maximizing marketing success.



While most Moms say they’re OK financially, only a third say that they have enough to pay for all the activities their kids want to engage in. They can pay bills and make ends meet, but they’re also making compromises as compared to what they’d like to do for their kids. Marketers of kid-focused activities have to really up their game to make sure that they’re one of the chosen few.

When yes is no and up is down, what’s a marketer to do? Research. Analyze. Discover insights. Plan your strategy. Finely tune your targets. Execute the plan. Measure. Tweak the plan based on your results. Redeploy.

Branding and marketing are no longer “set it and forget it.” It’s a process that’s constantly evolving. Marketers that remain open-minded and agile will find the most success marketing to moms. The reward is the ability to reach this coveted audience of Moms with your message—helping make their lives a little easier, and your campaigns more effective.


*Source: Mintel, Marketing to Moms, U.S., October 2018.

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