There are dozens of best-selling books and professional blogs that discuss HOW to market to moms, and it’s one of those ever-evolving disciplines we marketing professionals are always tracking. If you’re really interested in staying on top of the mom marketing, we suggest following the Marketing to Moms blog by noted author, blogger and mom marketing expert Maria Bailey.
Today, we just want to lay the groundwork for those of you who are still wondering why “Mom” is the word in marketing.
The “back to school” season is a prime example. You may have noticed recent headlines about the uptick in August consumer spending for back-to-school items, helped locally by the tax free holiday. This is big news, but few reporters cover who did the back-to-school spending. The answer, as you may have guessed, is mostly moms. We know this because, according to the Marketing to Moms Coalition, mothers control a whopping 85 percent of household spending.
Worth more than $2.1 trillion to American brands, moms could be the most important target market of our time. If you think that’s an exaggeration, here are some more statistics* that could convince you moms really are the most powerful demographic in the U.S.
- Mother’s control 85 percent of household spending (yet 70 percent of them feel that companies aren’t doing a good job of speaking to them.)
- 90 percent of mothers use the same products at home and the office (Many command corporate budgets as well as the household budget.)
- 5 million moms own their own businesses
- 88 percent of mothers refer to themselves as household CFO
- 40 percent of boomer moms are involved in purchases for their aging parents
- For the first time in history, four generations of mothers comprise the Mom Market
If there are still questions in your mind about the power of Mom, or if you have any interesting marketing-to-moms examples and anecdotes, please leave a comment. We’d love to discuss the topic!
* Adapted from the Marketing to Moms Coalition website.