Marketing to Moms: Moms Rule Literally!
August 26, 2012 § Leave a comment
Have you read this year’s list of Forbes’ World’s 100 Most Powerful Women? Check it out - eight of the top ten are moms, and the majority of women on the list have children. And these women don’t just rule at home; they literally rule countries, Fortune 500 companies and entertainment. Not only are they power brokers but they are making a difference in the world.
Most of these women are over 50 so they came up in a time when there was guilt in leaving home for a job. Today 53.6% of the labor force is composed of women. Some 40% of females (16 or older) work in management, professional and related occupations, compared with 34 percent of males. And 55% of college students are women. Almost all of the income growth in the United States since 1970 has come from women in the workforce. Seventy percent of American women with kids under eighteen are earning a paycheck while raising children.
As one of the 85.4 million mothers in the US, I admit I felt a small tinge of guilt about work from time to time over the years. But one day my daughter gave me a gift. She told me she was always proud of me and my career. She said she felt I was a model for her and having a career was stimulating and interesting.
Marketers can learn from this. When women work, it changes everything about their shopping behavior – where they shop, when they shop, what they shop for, and how they assess brands they purchase. They need services, not just products. They need extended hours and delivery options. They need cars with cupholders that fit their coffee. And they need curbside services.
This Forbes list of women is anything but dull. Here’s the top 10 (Oprah is #11). But for all of you out there who are in the workforce and raising great kids, I think you deserve to be on this list too:
1. Angela Merkel. Chancellor, Germany
2. Hillary Clinton. Secretary of State, United States
3. Dilma Rousseff. President, Brazil
4. Melinda Gates. Co-Chair, Bill & Melinda Gates Foundation
6. Sonia Gandhi. President, Indian National Congress, India
7. Michelle Obama. First Lady, United States
8. Christine Lagarde. Managing Director, International Monetary Fund
9. Janet Napolitano. Secretary, Department of Homeland Security, United States
10. Sheryl Sandberg. COO, Facebook