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Глобальная платформа Truth Central представляет собой цикл тематических исследований, запускающихся одновременно в нескольких странах мира. Включает в себя фокус-группы с продвинутой аудиторией (trend setters), выявление инсайтов (unspoken truths) и гипотез для последующих количественных исследований. "Truth about smart Moms" - пилотный локальный проект, реализованный командой McCann Erickson Kazakhstan при поддержке редакции журнала "Домашний Очаг / Казахстан".
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Truth About Smart Moms
FACTSXI
WhAT iS TruTh CenTrAl?
The global thought leadership unit of McCann, dedicated to discovering the truths that illuminate the world and help brands make their mark in it
6 globAl TruTh STudieSreleASed So fAr
AbouT ThiS STudy
Globally: 6800 online quantitative survey of online moms,conducted in the UK, US, Italy, Japan, Brazil, China, India and Mexico,40 focus groups conducted in all the above markets plus Indonesia, Malaysia, Peru, Singa-pore, Taiwan and Thailand.
In Kazakhstan: Pilot Focus group discussion with expert Moms in partnership with “Good Housekeep-ing Kazakhstan/Domashniy Ochag” magazine.
Who Are SMArT MoMS?
our PArTiCiPAnTS
Lera Reshetnyak, Blogger,Photographer
Dasha Avdeyeva, Co-Founder of Lilt.kz (Handmade)
Zaure Uvalieva, Blogger, Photographer
Diana Snegina, Radio & TV MC, active in Social Net-works
Assel Jabassova, Editor-in-Chief of “Do-mashniy Ochag”, Co-Author of Henriette blogFounder of Almaty Garage Sale
And here iS WhAT We found
in The 21ST CenTury, beAuTy for WoMen iS ‘non-negoTiAble’
#1 MoMS Are WoMen firST
Belive there are higher standards of beauty today than there were in the past
83%
Philippines, 40S: «Times are tough but
that doesn’t mean being beautiful is
negotiable»
for ASiAn WoMen beAuTy MeAnS SuCCeSS
Nearly 70% of women globally think
that being beautiful helps them get
what they want out of life, and the
same number believe that the re-
lationship between happiness and
beauty is directly proportional. 93%
of women said they felt more con-
fident overall when they knew they
looked beautiful.
In China, parents encourage high school girls to get surgery as a reward for good grades and as a means of top-ping up their chances of getting better jobs and
attracting a better looking man.
#2. TodAy MoMS role evolved froM gATekeePer To gAMeChAnger
In past mother was supposed to be soft & nice for outside world, while strict & discipli-narian for kids inside family.
Now, when mothers are equipped with technology they are the one who drive
family transformation
GATEKEEPER GAME-CHANGER
Mary Poppins
for ASiAn CounTrieS WoMen PuT A firST PrioriTy on Self-
ACTuAlizATion vS. fAMily & kidS
Traditionally, the role of being a mum involved sacrificing her ‘self’ for her husband andfamily. Now they are dif-ferent and are putting themselves as their first priority.
It is also true for Kazakh-stan, new middle class mums across the region are increasingly coming to motherhood later and after having successful working lives when they were able to spend most of the twenties focusing on themselves.
kAzAkhSTAn: PerCePTion of MoMS role iS differenT froM globAl due
To SovieT union heriTAge
In Soviet Union women were supposed to work equally with men – they did not have a choice to dedicate herself to kids and family
Today, women can choose role-model that is more com-fortable to her: to stay home and be full-time mother, or continue build her career, run her own project and so on
For Kazakhstan, simi-larly with multiple
Asian countries, Moms are con-cerned more with introspec-tive questions like “ who am I and what do I want” 47% of
Chinese young women agree with
the statement above (to compare, only 34%
of their male friends ques-tioning themselves )
Anyhow, despite of the role Mom chooses for herself, she doesn’t want to become “just a mom”, losing her identity
#3. MoMS WAnT To SAve her idenTiTy
Zaure Uvalieva
Today women have multiple desires: success-ful career, hobby, her own
business, travelling. They want be successful, bringing prof-
its to her company and be good mother – which is hard to com-bine because of lack of time. This drives internal conflict of
interests, which eats me from inside
Globally 61% of moms want their children to think of them as a friend.Study in Asian countries reveals that Moms are more likely to agree with statement: “I want to be a good role model, and if nec-
essary, I will hide bits of myself or my behavior
that I don’t want my children to see”
In reality, what they often want is to be seen as playmates and life partners, because having one or two chil-
dren means more emphasis
on making sure there is a close rela-
tionship.
#4. MoMS WAnT To be A friend
Assel Jabassova
In Kazakh-stan we asked:
“In 20 years from now, if your kids were asked to describe their Mom, what would you like to hear?”Assel: “I’d
like to hear that Mom was their
friend”
#5. WeAlThy, hAPPy or SuCCeSSful?
The challenge for today’s Asian mum is ensuring that they are doing everything they can to see their family succeed in an aggressive world. In Singapore, mums also wish happiness for their children. But their definition of ‘happiness’ is slightly differ-ent. While global moms wish to instill their children with values such as ‘respectful’,‘honest’ and ‘smart’ to become happy, Singaporean mums value “happiness through success” as one of the most important factors.
Across the globe, including Kazakhstan*, moms prioritize Happiness vs. Success or Wealth: being asked to chose 1 out of 3, 83% of moms replied “Happiness”
From U.S. to C hinamoms t oday a re unifiedby one simple thi ng:They want to r aisehappy kids
ITALY UK JAPAN US BRAZIL MEXICO GLOBAL CHINA INDIA
100%90%80%70%60%50%40%30%20%10%0%
HappySuccessfulRich
do you Think iT iS PoS-
Sible To be “SuPerMoM”?
having perfectly clean, stylish & cozy house
cooking delicious food
organizing dinner parties
always ‘perfect’ appearance of herself, her husband
and kids
paying attention to education of kids and their de-
velopment
controlling health of family members
planning activities for weekends and holidays
etc.
globAlly MoMS Are rejeCTing ideA of “SuPerMoM”
Instead, 71% of Moms want their kids to know “real me” with all possible short-comings and character defects
65% of moms don’t believe in the myth of “Supermom”
#6. TeChnology iS A firST Tool for MuMS
Those under 35 cannot remember life without the latest phones andaccess to online advice.
And so the new technologies become the aid to mapping out life’s options. Of course, she looks for tips on life from the sources that offer relevance.
They are also more likely to use their mobile devices to shop – over70% of moms who have smart phones told us they use them while shopping.
While numerous smart moms are tied to their smartphones, Kazakhstan market is limited in terms of applications offer. Trend-setters are ready to buy paid apps, however, locally produced apps lack quality and functional-
ity, whereas international “bestsellers” are often
useless for our re-gion.
Success of col-lective buy-ing services in Almaty is a demonstration of the fact that people have
all technical re-quirements ready
to start using (and paying) for technolo-
gies improving their life
#7. dreAM APPS To MAke life beTTer
Diana Snegina
I love every-
thing from Apple.I have absolutely every-
thing in my phone. Same ap-plies to MacBook – it has my notifications, some e-books, Skype; all in one. I can’t imag-
ine how people used to live without it. It is my
magic wand.
#8. TeChnology uniTeS MoMS And kidS
In Kazakhstan, usage of technology varies from goals that parents establish: for some of them use gadgets as opportunity to develop child skills, for someone it is a means to develop a taste of a kid, and others would see technology just as another toy
When it comes to and your child using technology together, do you do any of the following?
#9. TeChnology inSTeAd of ChoColATe
Zaure Uvalieva
Diana Snegina
I have a problem making
my daughters to clean their room. In these
cases I tell them that after cleaning they can
play their game on PC
I used to
use this method but realized that
it’s going to bring situation too far and it’s not right
For today’s wired children, technology is a source of happiness. Moms are given a great opportunity to strategically use technology as a reward. Nowadays, moms are more than twice as likely to treat their children with technology than with chocolate.
#10. google And blogS inSTeAd of grAndMA’S AdviSe
Nearly 40% of online moms around the world say they write a blog.
On-line community is a place,
where Moms are trading in the cur-
rencies of advice and ideas, and
realigning the values of the next
generation.
Lera Reshetnyak
Mom is very
limited during first year of her child to her small cir-
cle of communication. In Inter-net she can see experience and
this is what blogs are made for., 15 years ago mom simply didn’t know that she can do something alterna-
tive to what her mother taught. And now she can read a cou-
ple of blogs and see alter-native methods
#11 groWing Trend of geTTing SoMeThing exTrA
Globally, 37% fell into the large consumer type called the ‘Savvy Shoppers’. They
are people who are the most likely to sign up for store loyalty cards, and trade
limited personal and shopping behaviour data for special offers and rewards. But
in Asian markets, the number of people who fall into that group grows dramati-
cally: Japan (60%), Hong Kong (54%).
In Asian markets getting extra has become a norm
In Kazakhstan, we observe a tremendous rise of collective buying (Coupon-
based) services, which certainly teaches our ‘smart’ moms to search for better
deals
Fact: when losing their wallet contemporary women feel sorry more about dis-
count & loyalty cards rather than money or documents. Getting loyalty or dis-
count cards has become a modern obsession of middle class consumers
11 loCAl TruThS AbouT MoMS
1. For Moms beauty is a way to success
2. Mom transformed from gate-keeper to game-changer
3. Moms are in search of self-identity
4. Moms want to be friends with their kids
5. Life goal for a child: to be happy
6. Life needs tobe strategically managed
7. Moms expecting dream apps to make life easier
8. Majority of moms are sharing technology with kids
9. Technology instead of chocolate as a motivation
10. Google instead of “call to Mom”
11. Bargaining is a new power (getting extra is a norm)
WhAT AbouT you?How do you cope with your career and family?
Do you have any ‘life-simplifying’ secrets / technology?
What do you need to be improved in products and services to make your life
more comfortable?
Where do you find expertise in parenting issues?
Is there any application or technology that really simplify or improve your life?
Projected Launch: September 2012
Projected Launch: November 2012
Projected Launch: February 2013
For more information, please contact:
Nastia Goncharova [email protected]
Darya Akhmetzhanova [email protected] R U T H C E N T R A L