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Mom Market Trends

  • Looking Back at 2015: Trends that Impact Moms

    By Stephanie Azzarone on December 15, 2015
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    For moms, dads and those who market to them, 2015 has been quite a year. Here’s a look at some of the more interesting trends impacting parents: Parental leave. Silicon Valley made news in recent months when it acknowledged that some of its employees were starting families and actually wanted to spend time with them. Companies including Spotify and Netflix announced […]
  • Making Millennial Moms Merry

    By Stephanie Azzarone on November 19, 2014
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    For those who market to moms, ‘tis (almost) the season to be jolly. After all, when it comes to holiday plans — from what to buy for the family, to shopping for the holiday dinner, to where to spend the vacation and how to get there – moms, by far, remain in charge. If you’re promoting products for kids, or […]
  • We Are Here: Alicia Keys

    By Stephanie Azzarone on September 29, 2014
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    I have long been a fan of Alicia Keys. She’s a gen-yoo-wine Noo Yawker, she’s smart and oh What a Voice! A recent New York Times Op-Ed column reports that the singer wants to “gather an army” for her just launched We Are Here movement to channel her music and her fans to social justice causes, including a number focused […]
  • When mom speaks, everyone listens

    By Stephanie Azzarone on February 6, 2014
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    Crowdsourcing content has become increasingly important for brands to build consumer interaction, relationships and brand loyalty. For brands focusing on the mom market, crowdsourcing has become a logical next step with the evolution of mom bloggers and brand ambassadors. Sharing information and opinions is nothing new for this group. Every mom has a voice and enjoys sharing with other moms, […]
  • “Hunkvertising” – Does it help or hurt a brand?

    By Stephanie Azzarone on January 30, 2014
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    Marketing professionals know that sex sells, but how effective is it in reaching the primary household purchasing decision maker, mom? Certain marketers in the consumer products space have recently adopted a strategy called “hunkvertising.”  Advertisements showcase seductive men playing into the “fantasies” of suburban housewives/moms to sell unsexy products such as garbage bags, air fresheners and salad dressing. The question […]
  • The Importance of Marketing to ‘Millennial Moms’

    By Stephanie Azzarone on November 12, 2013
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    Who is the millennial mom? According to an article on business2businesscommunity.com, “Millennial moms are defined as women born between ‘82 (some definitions say ‘78) and ‘94. They make the majority of the household decisions and many hold a full-time job. They are very active on social media, savvy with new and upcoming technology, and have a disposable budget to spend.” […]
  • Want to Target Moms? Start By Influencing Their Teens

    By Stephanie Azzarone on November 8, 2013
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    How many times a week do you find yourself looking at your teenage offspring and wondering if they think you’ve planted a money tree in the backyard? As it turns out, teens actually have a pretty big influence on household spending. According to a survey conducted by Robin Leedy & Associates, teen spending power goes beyond the items they buy […]
  • ABC Expo: Mothers of Invention?

    By Stephanie Azzarone on October 22, 2013
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    Last week’s ABC Expo in Las Vegas was a toast to man’s (and in this case, mom’s) everlasting quest for building the better mousetrap – though in this case, more specifically, a better binky or blankie. With about 3,000 exhibitors all focused on products for baby, from diapers to car seats to bottles, from layettes to furniture and more, the […]
  • The Changing World of Moms

    By Stephanie Azzarone on July 24, 2013
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    I’m a big believer in research and hard numbers as legitimate indicators of trends. Recently, I’ve been reflecting on how demographic studies have identified so many changes in the world of moms since my company began marketing to them exclusively 25 years ago. I thought I’d share some of those stats with you, along with thoughts on what they mean […]
  • Are Dads the “New Black”?

    By Stephanie Azzarone on June 27, 2013
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    Just as navy (then pink, then who knows what) became “the new black” of the fashion world, dads are becoming the HOT NEW THING in marketing to parents. Survey after survey indicates that the man of the house is taking on more responsibility for parenting and household chores. Last week, I participated in a roundtable on marketing to parents hosted […]