UNDERSTANDING THE MOM MARKET

Moms are the most coveted consumers in the U.S. market. Their buying power tops $2.1 trillion annually, and they control 85 percent of all household income.
The mom market is comprised of 82.5 million moms and three generations of women raising children: Boomer moms, Gen-X moms and Gen Y or Millennial moms. Each has a different perspective on brand messages and the marketers who create them.
Though fewer women are returning to work after giving birth, they aren’t doing so without earning some type of income. According to “Trillion Dollar Moms”, nearly two out of three moms who remain in the home to raise children are also starting some sort of home-based business.
85 percent of moms surveyed refer to their role in the household as CEO or CFO, purchasing everything from cars to banking services or computers. In addition to acting as purchasing agent for the home, many also manage the buying decisions for small businesses, with 85-90 percent of those moms using the same products at work that they do at home.
Women with children want to be recognized as more than moms. Though all moms are women, not all women are moms. Women with children will abandon their personal needs as women consumers, but will never eliminate their role as mom when shopping.
70 percent of moms do not believe marketers are speaking to their needs, and over 30 percent say that they see ads that offend them with their messages and images.
Word-of-mouth is the most powerful form of marketing to moms, with a mom telling up to 20 other moms about a product, service or brand.