We keep hearing it, experiencing and saying it – but it’s something that’s worth repeating. There’s more to being a mum than being a mum. Behind that title of ‘mum’ is an individual, a person who has her own set of wants and needs. She has to balance that with the needs of her family but her own (often strong) preferences play into her decision-making.
We’ve just carried out some research with our MumPanel of 10,000 mums across the UK and this is what is at the top of their mind at the moment (and some of their thoughts aren’t quite as mumsy as you’d think…).
- The election is a hot topic at the moment. We don’t tend to find mums discussing it in the playground but it’s definitely something they think about – both on a personal level and also how it might affect their family. 88% of mums said they’re going to vote in the general election but even at this late stage 45% haven’t decided who they’re going to vote for. That could mean that mums are the most influential group in determining who’s next in line for government.
- Mums have fun and ‘me time’ too. Mums might not have bags of free time but they still manage to fit in their hobbies and interests. When we asked our MumPanel, half play sport regularly (swimming, running, netball and bootcamp). One third said they regularly holidayed without their kids, two-thirds go to comedy shows or theatre, 40% drink alcohol every week and 75% do DIY (not sure that is always fun!). It’s not just empty nesters that have ‘me time’, so don’t forget mums when you’re marketing recreational and escape products and services.
- Mums and kids share. Mums share products, experiences and wants with their kids. They might buy breadsticks and yoghurts for the kids but find they like them. And so the next time they’re buying for themselves as well as the kids. We found two-thirds of mums like the same music as their kids (Frozen sound track, McBusted, Ed Sheeran, Take That and Taylor Swift). Many go willingly (or suggest going) to concerts and shows with their children – enjoying them as much as the kids. Parents and kids share – whether consciously or not – and brands should look for opportunities for innovation and connection in this area.
- There are many dimensions to being mum. Brands need to see the wider influences, needs and values of mums. Why? So they don’t miss important factors when developing products and service. As a brand if you dig into these deeper factors you can create better, empathetic relationships with your audience and meet ALL the needs of ‘being mum’.
All figures from survey of 600 UK mums (completed 14-20th April 2015).
If you have any mum or family insight, innovation or communication needs call us on 0161 413 4717 or email firstname.lastname@example.org