Global Motherhood

Global Motherhood

U N I T Y I N T H E D I V I D E

_FRANK ABOUT WOMEN2

Table of Contents

_00 Introduction

Who We Are

Overview

_01 Chapter One

Perception vs. Reality

_02 Chapter Two

The Good Mom

_03 Chapter Three

Love Thyself

_04 Chapter Four

The Size of the Prize

_05 Chapter Five

Momtectonics

_06 Chapter Six

Baby-on-Board Buying

_00 Conclusion

Why Should Brands Care

Meet the Team

Footnotes

_FRANK ABOUT WOMEN3

Introduction

Frank About Women is a global think tank with a mission to make advertising and communications more effective, relatable and enjoyable for both advertisers and women. We investigate the far from obvious, challenge assumptions and deliver provocative insights and ideas that help brands build meaningful relationships with real women.

Frank About Women was founded 14 years ago by MullenLowe with a mission to help marketers better understand how to connect with women through creative, effective communications. Women are expected to control two-thirds of global consumer wealth in the coming decade, but nine out of ten women feel that brand communication strategies often fail to connect with them in the right way. This gap in communications was the impetus for the initial development of the Frank About Women brand and consultancy to address the issue head-on.

Who We Are

_FRANK ABOUT WOMEN4

Overview

Moms control 85% of home purchases and wield an estimated annual buying power of $2.1 trillion in the U.S. By 2017, we’ll see U.S. baby care category spending reach $67 billion, as well as $35 billion in China. In addition to this proven spending power and expected growth, we also know a mother's care, nurturing and influence over her children that shape the generations of our world to come. So with moms in mind, we thought it would be interesting to examine the similarities and differences in global motherhood as a means to better understand our developing, future world. From that pesky internal monologue to external family and social pressures, to brands and products she leans on for support, we’ve peeled back the layers of “mom-dom.” While some things remain universally true, we’ve uncovered a variety of market differences that shape motherhood globally.

What Did We Do? Methodology:Frank About Women conducted a Global Motherhood Survey using online opt-in panel sources from February to March 2016 in the following markets:

• Australia• China• Colombia• India• U.K.• U.S.

Samples of approximately 300 respondents per country were interviewed for a total n=1,800. To qualify for this study, respondents were required to have a child between the ages of 0 and 2 years, meaning they could have been expecting or could have given birth recently. Results were then weighted to age, education and employment status according to GfK Roper Reports Worldwide benchmarks.

We also took a look at some secondary information that could influence how we interpret the survey data (such as the average age of a first-time mom by country, because the amount of “life experience” one brings to becoming a mom can affect the decision-making process, as well as one’s general level of self-confidence). We certainly didn’t draw any hard-and-fast rules, and we’re not trying to single out a specific country by the age of first-time moms. Instead, we wanted to be cognizant of age as a potential variable when considering some of the data. Many of us at Frank About Women have contributed to driving the average age up (that could be a whole paper by itself!), so it’s interesting to note that the global trend also indicates that women are waiting longer to have kids.

The average global age of a first-time mom has risen almost three years, from 26.2 to 28.9.1

Introduction

_FRANK ABOUT WOMEN5

We also explored each of our market’s public policies on maternity leave (again, this could be another paper; just let us jump on a soapbox for one minute … U.S., we’re looking at YOU). The amount of time a woman has to recover and bond with her child may directly correlate with her stress level, overall confidence approaching motherhood and her sense of joy during the early part of the journey.

Introduction

12 weeks unpaid

paid

partially paid

12 weeks

paid12 weeks

partially paid14–22.5 weeks

52 weeks

partially paid52 weeks

_FRANK ABOUT WOMEN6

Impending motherhood: what a sweet and magical time. A time when moms are typically imagining themselves and their bundles of joy in the perfect Instagram filter (Reyes looks good on everyone!), basking in warm light, surrounded by soft and beautifully coordinated things, singing lullabies in three languages, because, you know, babies are impressed by polyglots. It’s a time when anything and everything is possible. But within that same positive ambiguity lies some very real uncertainty, some of which is fueled by society at large. “Breast or bottle?” “Should I find out the gender?” “Will my baby be healthy?” “What if my baby girl looks like my father-in-law?” “Why is this random stranger touching my belly?” “I don’t recall asking for your advice, but I would kill for a bite of your éclair.”

In the midst of the swirling anxiety, we thought it would be interesting to know whether prebirth worry is well-founded or misplaced. We focused on pregnant moms’

perceived challenges of having babies and then captured the reality of those challenges via new moms. As it turns out, in most cases some worries may have been overblown. We measured 10 common pregnancy worries, and for all but one, the prebaby worry was far greater than the postbaby reality. Don’t get us wrong: Motherhood is hard, but it’s the fear of the unknown that fuels a mom’s anxiety. Here’s where it gets real: sleep. Yes, it’s true — globally, pregnant women report that worry about lack of sleep is their No. 2 fear (after their fear of not being a good mother). All other fears, such as breastfeeding, balancing household responsibilities, partner/spouse relationships and baby-related expenses drop in importance by as much as 73% after birth.2 However, once the little screaming peanut of love arrives, a mom’s worst fears are confirmed: Lack of sleep rises as the top concern postbirth. Global moms said that after baby arrives, worry over getting enough sleep trumps worry over being a good mom by 71%.3

Perception vs. Reality:The Truth in Between

Chapter_01

_FRANK ABOUT WOMEN7

As worry about sleep climbs, emphasis on partner/spouse romantic relationships nosedives. Moms report being 46% more interested in sleep than in their postbaby relationships.4 Makes sense, doesn’t it? Don’t bother me with amorous antics! I need sleep! To put an even finer point on this, new moms say they worry 30% more about balancing the household responsibilities than they do about their relationship with their partner or spouse.5 Want to get frisky with her? Try folding the laundry.

Worried during pregnancy Harder than expected after birth

New Mothers’ Expectations vs. Experience

Being a good mother

Keeping my baby safe and healthy

Finding the right baby supplies

Breastfeeding/nursing my baby

Changing my routine

A�ording baby expenses

My relationship with my spouse/partner

Balancing my career/work responsibilities

Balancing household chores/responsibilities

Lack of sleep

65

49

44

5438

54

55

5243

42

55

5961

51

38

40

39

22

20

31

Gap

-34

-27

-24

-16

-14

-16

-9

-4

-4

+2

Chapter_01

The stakes seem impossibly high when it comes to motherhood. There’s so much to navigate, and all moms just want their babies to be healthy and feel loved. But moms are human too and may judge themselves harshly because everything is important (or so it seems). Smart brands will support and grow a mom's confidence prebirth rather than play on her insecurities. Simply understanding the gap between prebirth and postbirth can help you navigate a bond with her rather than just selling to her. Feed her sense of balance, or offer her ways to simplify with relevant and tangible brand or product benefits, and she will spread your gospel. Increase her feeling of success along the way; build a relationship for life.

Why should brands care?

_FRANK ABOUT WOMEN8

As we discussed in Chapter One, new moms set out to be the best moms they can be; being a “good mom” tops the list of worries prebirth, but that means different things in different cultures. While all moms agreed that a certain amount of anxiety comes with the territory, the lens of performance is often subjective. For example, being patient and nurturing are top qualities across almost all markets, naturally, whereas being confident in your abilities rises to the top in Australia, India, Colombia and the U.K. but not in the U.S. or China. Wait, what? Could it be that motherhood in the U.S. and China has been demoted? As we seem to be inching toward a “career first” society, we don’t always place appropriate value on the role of motherhood relative to career. The mom-muscle may have atrophied some. We saw an interesting correlation in self-perception in the U.S.; working moms were 62% more likely to report that they are doing an excellent job (s)mothering compared to their nonworking counterparts.6 Let’s hear it for the CEOE (CEO of Everything, no pressure)!

By comparison, both Australian and U.K. moms seem more chilled out. Of all the countries we surveyed, these moms are the least likely of all moms to second-guess a parenting decision. #gowiththeflowmom #winning

All markets agree that the cheerleader mom is so 1999. Do you know the mom who can’t just “be,” who is running wild keeping up with every single activity? Well, moms today feel that being “energetic” is less important in the list of attributes that define a good mom. Perhaps this is a reflection of the trending older first-time mom?

The Good Mom

Chapter_02

mom-musclenoun1. The specialized strength of intuitive parenting or the mental muscle memory passed down from generations. This may be evident within moms whole body, an appendage such as her dominant arm or concentrated within a “look” or expression.

“She just flashed her mom-muscle and I knew better than to talk back.”

_FRANK ABOUT WOMEN9

Chapter_02

PatientCon�dent in abilities

OrganizedA good listener/observer

FlexibleSel�ess

RelaxedEnergetic

Open-mindedInformed

FunStrict

Total

53

33

26

26

19

18

18

16

14

14

12

7

56

36

29

22

22

18

23

9

14

7

9

2

66

23

21

32

11

14

18

29

16

4

10

8

49

45

40

38

14

7

4

13

9

29

17

13

38

29

24

27

18

22

22

30

14

17

12

9

52

41

26

16

21

23

27

7

14

13

13

4

59

26

16

19

28

26

17

10

19

13

9

8

Australia China Colombia India U.K. U.S.

Which of the following characteristics are most important when it comes to being a good mom?

The bottom line is that no mom wants to feel as though she’s failing; knowing how to support her sense of confidence on her journey is key.


As noted earlier, the average age of the first-time mom globally has risen by almost three years in the last two decades. Could it be that moms with more maturity don’t feel the need to be as energetic as moms of the past? Or is it that we are simply exhausted from all the helicoptering? We’d like to believe that as we gain life experience, we become less concerned with keeping up with every little thing. An older and wiser mom may have more confidence in taking a step back and allowing kids to find their own balance.

And finally, it seems that moms don’t value the behavior extremes of being fun and being strict. Both attitudinal poles of fun/strict rank dead last in importance across markets. Yay! Mom has no rules! Boo! Mom is no fun.

To be fair, we asked mom to identify the relative importance of the attributes, and so we can understand how these two things fell to the bottom. But as brands and marketers strive to understand how to connect on a fundamental level with mom, note that at times she is conflicted about how she performs.

Everyone wants to be a good mom, but perfection is not the goal.

We think this comment by Tina Fey sums up being a good mom the best:

“You go through big chunks of time where you’re just thinking, ‘This is impossible — oh, this is impossible.’ And then you just keep going and keep going, and you sort of do the impossible.”

_FRANK ABOUT WOMEN10

“In the event of an emergency, please secure your own oxygen mask first before helping others.” Is this sound reasoning or blatantly selfish behavior?

Global moms struggle with the concept of selflessness vs. self-care. For the most part they are equally divided on whether a child’s needs should always come first or if the needs of moms and spouses should take priority. Moms in India and Australia are at odds on this point: Indian moms are 36x more likely than moms Down Under to agree that the child always comes first. Australia may be more in line with the airline industry: Two-thirds of those moms say that mom’s needs should be prioritized.7

Maybe it’s naïve, but 82% of first-time U.S. moms admit to feeling blindsided by post-delivery conversations.8 Health and well-being inquiries shift to the baby; predelivery was all about her. And yet, the data indicate that most moms just accept the culturally reinforced idea that now it’s all about the baby.

American scholar, author of Gifts of Imperfection and TED speaker Brene Brown has said,

“You can only love others as much as you love yourself.”

Love Thyself

Chapter_03

Mom comes first.

Child comes

first.

Australia China U.S. U.K. Colombia India


Chapter_03

Well, that’s counterintuitive, isn’t it? As moms, we believe that giving copious amounts of love is the actual job description (along with little to no pay, eternal “dish hands” and more rings around our eyes than that poor oak-tree-turned-swing-’n’-slide). But if a mom doesn’t actively find ways to take care of herself, she will simply run out of fuel. Moms, go ahead and cross-stitch the old Southern saying on a pillow — “If mama ain't happy, ain’t nobody happy” — and call it a day.

IF MAMA AIN’T HAPPY____ ____

AIN’T NOBODY HAPPY

Brands and products have a tremendous opportunity to teach mom about the value of putting herself first and help moms embrace self-love and self-care as a means to grow their mom muscle. Frank About Women would love to see a day when mom isn’t overwhelmed with guilt over getting a pedicure, a day when going to a yoga class doesn’t require an apology or when simply having an hour alone in her own home for some mental floss is a regular occurrence and not a negotiated event.



Bumper sticker from hell: “My child is an honor student.” We. Can’t. Help. It. Whether internally or overtly, most mothers globally cannot resist the temptation to compare their children’s development to that of other kids. Three-quarters of moms overall admit to this, with Chinese moms in particular saying they make comparisons 90% of the time.9 It’s just human nature, but it’s not only about about bragging rights. We need to see growth and success in context, so we look to others to help us understand what appears to be normal.

Globally, moms interpret success differently. We raised the question: Is it the rate of development (my daughter read Atlas Shrugged at 18 months!), or is it the end result (my daughter demonstrates a fundamental belief that men and women are equal, and Ayn Rand is my spirit animal!)?

“The question isn't who is going to let me; it's who is going to stop me.” —Ayn Rand

More than three-quarters of mothers overall feel that kids should learn at their own pace; mothers in China and India, however, are 95% more likely than the average mom in other countries to encourage their children to reach milestones ahead of schedule.10

Neither focus is incorrect; it’s simply a matter of understanding how different cultures view achievement and therefore the role of moms in helping children thrive and succeed.

The Size of the Prize

Chapter_04

Parents should encourage their kids to achieve skills and milestones ahead of schedule, as this will help them be more successful in the future.

Agree: Top Two Box

Global average

China/India

51%

18%

95% dierence}


Chapter_04

Access to technology in early childhood development can be considered an advantage. Technology is one of the many resources families can add to their parenting tools to fuel learning. Oh, how we wish we’d made that argument when being denied the Atari 2600 in 1983! Technology is good, but so are fresh air and imaginative play. And clearly we understand that only a small percentage of families around the world are affluent—so many moms don’t have a choice on whether “to screen or not to screen.” But when asked the question, moms agree that technology can be a useful tool in their toolboxes, but it’s not to be used in place of parenting. 60% of moms feel that children should not be exposed to technology at an early age.11 (Ummm, OK. We’ll remember that next time we’re at a restaurant and see parents handing out devices like Tic-Tacs.) Philosophically, China seems to buck the trend a little, with 60% of Chinese moms showing more interest in encouraging early use of technology, while 79% of Colombian moms actually feel that early access to technology is harmful to kids.12 #teampretendplay

of Chinese

moms want technology at an early age.

60%

of Colombian

moms think early use of technology is harmful.

79%

Marketers should pay attention to moms’ differing perceptions on how to best support their children’s developmental growth. Localized cultural norms influence how moms set their own metrics, understanding that some markets focus more on speed and use all tools available to gain ground, while other markets look for more balance and quality of learning for the long haul. These subtleties could alter a product’s positioning and brand communications.



Just as plate tectonics helps explain the pressure points that affect the Earth’s topography, creating a mountain, mass or fissure, so does the impact of external pressures and influence on moms’ parenting style and decisions. Those pressures can create beauty as well as disaster. Let’s all pinky-swear that we’re going to be kinder and more understanding with moms, OK? If you haven’t clued in, moms have the most important job in the world. Not surprisingly, the top three external sources of influence and pressure on mom are 1) spouse/partner 2) mother/mother-in-law and 3) how she was parented.13 Our ability to do anything as human beings is a collection of inputs, both experiential and informational, both nature and nurture.

After we account for the top three obvious influences on mom and her parenting style, we’re seeing the rise of the “frexpert”: those voices that she finds via social or online channels. Whether she relies on an actual

friend, another mother, a mom-blogger or a source of socially shared information, mom now has a cadre of POVs she can access fluidly. Can you even remember a time when your feed wasn’t full of Mini-Me’s? Our research found that 69% of moms globally share baby photos on social media; somehow that number seems conservative.14 While social media/blogs’ importance only ranked ninth out of a list of 10 influences, 81% of moms state that “other mothers” are the single biggest influence on the brands they buy.15 And 79% say they regularly give moms or moms-to-be advice on what brands to buy.16 It’s like a civic duty!

Momtectonics: The Dynamics of Influence

Chapter_05

frexpertnoun1. One who feels familiar because of shared ideas/values2. One who may offer sound advice based on common goals

“Let me quickly Snapchat with a frexpert about this smelly sippy-cup I need to de-funk.”

adjective3. Qualifier of friendly advice

"I just got some frexpert advice on extending the 5-second rule!”


Chapter_05

However, both U.K. and Australian moms lean toward “less is more”; on average, U.K. and Australian moms were 66x more likely to say it’s best not to consume too much information during pregnancy as it causes them stress.17 We feel you, U.K. and Australia. Please share the recipe for your data diet.

Influence or pressure on mom can come from well-meaning loved ones as well. Mom must navigate the political landscape of her own mom’s views and practices as well as potentially her spouse’s or partner’s mother’s input. This is not a new story; just try to say the word "mother-in-law" without rolling your eyes. The tensions swirling around mom and her choices are real. For example, in India, nine out of 10 moms surveyed live with extended family, and 74% live with their in-laws.18 Mic drop. While this extended family means mom gets extended support, it can come at a cost. Over half of expectant Indian moms worry about their ability to exert their own views on child rearing, and 30% of those moms say it was even harder than expected once the baby was born. It would be tremendously difficult to think and act objectively with family members quite literally watching your every move.19 75% of Indian moms want more help from their husbands.20 Sigh. We’re Team India on that point! And yet, moms in India are expressing a sense of newfound liberation and power that is driven by a cultural sea change; they are finding their voices and becoming more confident as moms and in their ability to exert their will each day.

Ultimately, three-quarters of moms overall believe it’s best to do what works best for their babies regardless of what others say or do.21 Which begs the question: Are the other 25% of moms just jerks? No, actually they are just more methodical in their parenting, particularly moms in China and India who feel it’s important to rigorously incorporate best practices from both their elders and experts into their approach.

Brands and businesses need to understand that mothers are under a mountain of pressure, and it’s coming at them from all sides as well as from within. These mothers may very well erupt, and you don’t want to be the trigger — because they will share, and their influence on other mothers is vast. It’s important to never appear to judge or talk down to them. Even if you are a true expert, peer-to-peer tone is best when it comes to making these women feel comfortable and respected. After all, they are the experts on their children.


momtectonicsnoun1. Theory of explaining the structure of mom’s skill set and parenting style and associated phenomena as resulting from the interaction of varying sets of influence, pressure, both wanted or unsolicited advice, and cultural expectations that move slowly over the underlying mantle of sleep deprivation.


It should not come as any surprise that we urge marketers to pay attention to mom. American moms control or make 85% of home purchases and wield an estimated annual buying power of $2.1 trillion.22 Get on board, or get left behind. So what are the branches of our mom’s decision tree? Well, it’s complicated. The need for ROI vs. urge to splurge is a balancing act. The perceived importance of the item is directly related to willingness to invest. Sometimes. 80% of moms worldwide rank feeding supplies as the most important.23

More than three-quarters of all moms agree that milk or infant formula is a product well worth splurging on/buying the best.24

Items related to transporting baby are second in line for investment in all countries except India, Colombia and China, due to less use of personal transportation than in other countries (which use cars), as a rule. Chinese moms are also more likely to report that keeping their babies healthy and safe is more difficult than they expected during pregnancy, as evidenced in a number of global news stories related to food/product efficacy and safety.

Baby-on-Board Buying:Who Does Mom Trust?

Chapter_06


Chapter_06

Toys, clothes and accessories are up for spending scrutiny; almost all moms agree that these areas are vulnerable to the discount dance. Searching for a digital coupon? The norm. Buying off-brand for clothes they’ll wear for a hot minute? No problem. And moms with more than one child can easily divine a winner from a dud; they know what works and what is just a waste of time and space. And as U.S. category spending is expected to reach $67 billion in 2017,25 it’s truly frightening to see that two-thirds of global moms are disappointed with products purchased during pregnancy.26

Let’s not forget that value is in the eye of the beholder. 84% of Chinese moms say they are obsessed with finding the very best brands and products, while Australian moms are least inclined to agree at 29%.27

Feeding supplies(e.g., milk/formula, breast pump, ingredients)

Transportation equipment(e.g., car seat, stroller)

Personal care products(e.g., diapers, wipes, shampoo)

Educational products(e.g., books, games, classes)

Furniture for child(e.g., crib, changing table)

Clothes and accessories

Toys

Total

79

65

64

60

44

37

31

70

75

52

37

33

12

15

94

63

82

84

59

58

46

90

45

76

63

35

37

19

79

53

78

77

51

64

56

70

78

44

43

41

23

24

71

73

52

55

45

25

25

Australia China Colombia India U.K. U.S.

Which items are worth paying more for?

two-thirds of global moms are disappointed with products purchased during pregnancy.

discount dancenoun1. A dance of delight (much to their child’s or spouse’s chagrin) in the aisle of a retail setting upon scoring a great deal or figuratively to share a discount story with another Frexpert with dramatic effect.

“I just about broke out my discount dance over the BoGo at Stride Rite.”


Shaun StriplingAs the Global Director for Frank About Women and Chief Strategy Officer at MullenLowe, Shaun Stripling has always had an insatiable curiosity that fuels her desire to dissect, understand and, ultimately, move women to action. She sees each marketing challenge as an opportunity to explore the human condition, ask smarter questions and sometimes just listen. Some people collect art; she collects people and their stories. Shaun has had the pleasure of working across multiple consumer categories on great brands such as Ulta Beauty, Wells Fargo, Audi of America, Hanes, McDonald’s, Holland America Cruise Line and Microsoft.

Conclusion

Brands, beware! With disappointment so high, loyalty can be fleeting. Mom is under pressure to get EVERYTHING right. While she is not personally seeking perfection (because let’s be honest, she’s human), she knows that a lot is riding on her performance. Mother of the year? No thanks. Creating a kind, happy and thriving little human? Yes, please.

As noted in Chapter One, there’s a real opportunity to build a relationship with mom before her child is born so that even if she feels disappointed in a purchase, she will be more likely to engage with the brand and give you a longer leash rather than fault you for a single individual failure.

Support her need to grow her confidence, give her ways to simplify the chaos surrounding motherhood or at least give her some sense of peace for a moment. Teach her the value of putting herself first some of the time, and give her permission to just be. Offer her “frexpert” dialogues, when and where she wants them; never judge; never preach. And above all, remember that her fears or insecurities about becoming a mother are real, but off-limits. Rise to her challenge, meet her on her terms and she will be your best advocate.

Why Should Brands Care?

Meet the Author

Interested in learning more or in arranging a speaking engagement? For more information, contact Shaun Stripling at [email protected].


Conclusion

Meet the team

SHAUN STRIPLINGChief Strategy Officer and Global Director of

Frank About Women, [email protected]

DEVIKA SHARMAExecutive Director, India

[email protected]

SANDY DORANStrategist, U.K.

[email protected]

SARA LIStrategic Planner, [email protected]

DERRY SIMPSONPlanning Director, Australia

[email protected]

MARIALEJANDRA URBINARegional Director of Planning

and Strategy, [email protected]


Conclusion

Footnotes

OECD Family Database http://www.oecd.org/els/family/database.html

Frank About Women Global Motherhood Survey

Forbes, May 2013, Census Bureau & imgrind.com


Statists report: http://www.statista.com/statistics/250853/global-baby-care-market-size/


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Documents

Global Motherhood