Moms Say Marketers Ignore Their Needs.”

What? Still?

We were shocked to see this headline at BrandWeek.com. Why is this still going on?

According to M2Moms, 60 percent of moms feel that marketers are ignoring their needs, and 73 percent feel that advertisers don’t really understand what it’s like to be a mom.

We are embarrassed to say that we live in this marketing industry. Why wouldn’t we understand a Mom’s mindset?

As CEOs of their households, Power Moms wield more influence than ever before: moms control 85 percent of household spending, and are worth more than $2 trillion to U.S. brands, as reported by the Marketing to Moms Coalition. Most moms work. In fact, according to the U.S. Department of Labor, in 1965, about 45 percent of women with children (under 18) were employed; by 2000, over 78 percent were. Whether they work out of the home, telecommute, or run a business from the home, media technology and the Internet have become a true enabler.

Need more incentive? We don’t. We haven’t for a while. JASE takes pride in being able to understand the needs of mothers.

What stories can you recall of the positives or negatives of this unexplained phenomenon?

image courtesy of x-ray delta one on Flickr

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