Did you know:
- 72% of mothers work
- 40% of working mothers are the sole or primary source of income for the family
- 42% of mothers are single mothers
- There are 7.8 million women-owned businesses in the United States?
So why is it that so many brands seem to market to this singular image of “Mom” in her kitchen with a diapered infant or toddler on her hip and a loving husband returning home from work at dinner time?
Today, there is no one size fits all when it comes to mothers. Some work full-time. Some work part-time. Some work solely in the home. Some own businesses. Mothers have children who are infants, toddlers, tweens, adults returning home again. Some are caregivers for children, pets, neighbors and parents. Savvy brands understand this and reject the one-size-fits-all approach when reaching out to the people who make or influence 85% of all purchasing decisions.
When it comes to marketing to mothers, segmentation is key. Luckily for busy brand managers, social media makes reaching women with the right message at the right time possible. Consider this:
- 65% of mothers learn about a product or service through social media
- 64% of mothers read online reviews before buying
- 84% of mothers go online looking for product/brand recommendations.*
If you’re trying to reach women, and mothers in particular, you must have a solid social strategy.