Marketing to moms in Canada

September 20, 2018
3 min read

When describing moms and the various tasks they tackle on a daily basis, anything less than “superhero” would be inadequate. While they make it look routine, for the more challenging feats, moms are resourceful and seek out help to get the job done. Marketers have the opportunity to engage moms who creatively juggle the day to day (and not so day to day) while trying to carve out quality family time.

Leverage technology

According to Mintel research, nearly one-third of moms see themselves as being more tech knowledgeable than a ‘typical’ mom. Further, moms are amongst the most likely to be shopping online weekly and doing so using their smartphones according to Mintel research on online shopping in Canada. The badge of pride mothers hold for their tech savviness bodes well for marketers as it suggest that moms are open to using new technologies, particularly if the products/services add ease or convenience to their day-to-day lives.

For example, cash-back websites such as Ebates helps consumers find savings quickly online, leveraging scan-to-shop technology that enables buying directly from physical mail pieces, or promoting ‘buy now’ buttons on social media to allow moms to shop as they browse.

Reward social engagement

Moms with young children are paying attention to the opinions of other mothers. Influence of other moms is not just based on in-person interactions but also from the information they see online. Moms with young children are more likely to turn to blogs and social media, actively seeking to educate themselves and to learn tips from other moms.

In fact, more than half use social media to learn tips and tricks from other moms according to Mintel research. With moms hungry for information, retailers are likely to benefit from encouraging moms to share helpful tips related to their products on social media. This will gain their attention as they are also determined to be rewarded for social engagement such as posting online reviews and engaging with companies on social media.

Help with meal prep

The division of labor in Canadian households continues to fall along gendered lines. Housework is a main task that moms juggle while also prioritizing work and spending more time with their families. When asked about the tasks they would most like to get help with, a large majority of moms reported a desire to get help with keeping the house clean and cooking. The need for shortcuts in the kitchen suggests that grocery retailers and food manufacturers would benefit from increasing the marketing of meal kits to moms. Success in marketing quick meal products, such as having meal kits on hand, lies in emphasizing that it eliminates decision-making around dinner preparation and can increase precious minutes for moms to spend with their children.

What we think

There is a level of sensitivity towards media portrayals of moms that continue to depict them as primarily responsible for housework, while simultaneously being able to accomplish everything else. The social expectation touches a nerve for many as moms pride themselves on being flexible and dependable, while also being present for their families. Out of their need for time-savings, moms are resourceful and interested in shortcuts, making them open to using technology to accomplish tasks and therefore an ideal segment to market e-commerce capabilities.

Carol Wong-Li
Carol Wong-Li

Carol Wong-Li is Mintel’s Director of Consumers & Culture Reports.

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