(by Eric Porres)
With 83 million moms in the U.S. controlling more than 85% of all household purchases – accounting for over $2 trillion a year – it's critical marketers know exactly how to reach this group. The problem is, most brands still approach the "mom market" as one unified demographic. They create digital campaigns that speak to the “archetypal mom” with the underlying assumption that all mothers have similar interests, tastes, values, and ideas. In reality, no two moms are alike, and grouping moms together makes about as much sense as grouping “adult air breathers” together.