Now that Mother’s Day is over, with all of its requisite flowers, cards, candy and breakfast in bed, let’s face facts: What today’s Moms really deserve is some marketing respect — or, as Aretha would put it, R-E-S-P-E-C-T. In the cover story in the just-released issue of COLLOQUY, The Mom Effect, I point out that the nearly 83 million moms in the US wield nearly $2.1 trillion in spending power. She can certainly buy her own flowers and candy, y’all.
Besides the power of Moms in the new millenium, there’s also the issue of their vast differences — mothers can’t be put into a “soccer Mom” box any longer. According to a new Pew Research study released last week, new mothers are increasingly older, more educated, and 41% of them are unmarried (up 28% from 1990).
As you’ll read in The Mom Effect, loyalty marketers need to understand their Mom customers if they want to earn their loyalty — and so far, only the savviest are getting it right. But as we move slowly out of the recession and consumers continue to hold tight to their pocketbooks, targeting this powerful group properly is more important than ever.
