1) Moms multitask...and they don't always feel good about it.
Moms at almost every age feel pulled in thousands of directions daily. They're usually in juggling work responsibilities, immediate and extended family commitments, and church, civic and other community activities.
And they almost always feel that while they're trying to do it all, they're doing little of it well. They often feel that everyone's getting the short end of the stick.
Time-efficient products and services help relieve moms' guilt and worry about spreading themselves too thin. Products and services that help moms achieve more balance in their lives are also well-received.
Examples
2) Moms want their families to "be all they can be".
They want their spouses, partners and children to lead fulfilling and rewarding lives. They want their kids to be confident, happy, and healthy, empowered by both classroom learning and other enrichment activities to reach their fullest potential.
And moms want to share enriching and emotional experiences with their kids. To fulfill this role, moms often go far beyond what you'd expect from a typical customer. For example, they often demand a strong voice in how the kid-oriented programs they choose actually operate.
Finally, while we've seen an upsurge in purposeful play - products and services specifically designed to get kids more active - "play for play's sake" is making a strong return.
Examples
3) Moms feel accountable for family health.
"Dr. Mom" is one of the most significant mom roles. In most families, moms are the primary architects of family wellbeing. They think about prevention - how to keep everyone healthy, well, and full of energy. And when family members have health issues, it's usually mom who orchestrates what happens next.
Some of the biggest mom concerns about family health:
To tap into these concerns, focus on solutions in developing your wellness products and services. Incorporate the other principles we've identified - for example, the desire of many moms to participate with their kids in activities.
Examples
4) Moms respect value.
When moms make purchase decisions, they're looking for the perfect combination of quality, results and price. They research important purchases - and important for a mom isn't just a big-ticket item. It's anything she thinks will help address the issues we've outlined here.
How do moms research? Research can be formal - for example, looking at Consumer Reports or searching for information on the internet. It's also often informal - for example, checking with other moms for their recommendations and experiences.
Examples
5) Moms are women with kids.
The concerns of moms in their 20s and moms in their 40s are very similar. The concerns of women in their 20s and women in their 40s are quite different. This is especially important because the average age at which women first bear children continues to increase and more women are first giving birth in their 40s. The key here: moms do retain an identity of their own, separate from their status as mothers. Keep both dimensions in mind.
Traditional "women's concerns" are evolving. For example, concerns about the health risks of obesity co-exist with increased acceptance of heavier weight among many women. This means that weight loss matters to some women - but a "fit at any size" approach may have more appeal for other women.