Research Finds Effective Marketing Plans Factor in Parents' Personality Types
Strict parents have distinct psychographic traits that differ from those of parents who tend to be more permissive. These differences need to be understood in order for marketers to make a connection, reports ad-technology company Mindset Media. Its research of more than 10,000 parents with children under age 18 proposes 21 personality traits, with varying levels of intensity (five being most intense, one being permissive). Among the labels:
Altruism 5: Parents are very giving and warm. Their dislike of conflict permit their children to partake in junk foods and sugary sodas. "These parents will prefer to keep their children happy, rather take away something that might be objectionable," says Mindset-Media's Sarah Welch. Cause-marketing efforts tend to connect best with this group, she says.
Bravado 5: Parents are open to new challenges, try to "keep young," and be easy to get along with. They let their children watch as much television as they please. Marketing efforts that showcase extreme sports, action, and younger-oriented lifestyles tend to work best for this group.
Diligence 5: Parents are goal-oriented and work systematically until they accomplish their tasks. …