Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Moms Show Kids Their Real Selves

Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Moms Show Kids Their Real Selves

Article excerpt

Eight in 10 mothers (81%) consider themselves an "expert" in at least one mom-centric subject, such as cooking or health, according to McCann Erickson. Nearly nine in 10 (88%) say they like to share interesting ideas or advice about being a parent, and 37% want to share this information with as many people as possible.

More than half of mothers (58%) say there's too much conflicting information when it comes to making good parenting decisions; 73% believe a good mom relies on her own instincts.

More than six in 10 moms (61%) want their children to think of them as a friend. Moms also expose their children to all aspects of their lives. More than seven in 10 (71%) want their children to "know the real me, even if that means showing them the mistakes I make." Plus, 65% say there is no such thing as a "supermom" and 63% feel there's too much pressure on moms to "have it all."

More than eight in 10 (83%) rather their children be happy than be successful or rich. …

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