Members of the Yummy Mummy Club across Canada were asked for their thoughts on being marketed to as moms. The survey results are in and here are some yummy tidbits we gathered from our responses.

97% of our readers are women and over half of the women surveyed are in their 30s with one or two children. Another 22% of respondents are in their 40's with children, demonstrating that women are having families later in life than in previous generations.

 


Here are a few more interesting stats:

 The majority of respondents say they're influenced by friends, and much less so by magazines, TV and the Internet to purchase.

 A whopping 88% say celebrity endorsement had no impact on their purchasing decisions

 There is a lack of trust between moms and advertisers, indicated by the 70% who say they don't believe what advertising tells them, and the 36% who believe advertising is "dumbed down" for moms.

 


Many moms are turned off by the way they are represented in advertisements.

"I think advertisers sometimes believe that woman are not intelligent.
Currently most of the university students are women and more and more women are continuing their studies in advanced degrees. Women are intelligent - advertisements should reflect this knowledge base."
 Alexandra in Edmonton, AB


"Real women want to see real women as their peers, not the Barbie version of mommyhood. I can't count the times I've said a man must have created a woman's ad campaign...."
 Julie in Mississauga, ON

 


We asked our respondents how they would market to moms, over 20% of them said they would keep it "real".

"It appears once you have a child, people somehow think you have lost educated judgment or opinion about things and that we only relate to kids now, not the real, grown up world of adults. It assumes we are at home full-time with no ambition or opinions about life other than kid related stuff. Somehow we have lost credibility in society."
 Tammy in Winnipeg, MB

"Many of the campaigns appear to be developed without the input of the women actually living the experience."
 Anne Marie from Conception Bay, NFLD

"I don't think marketing to moms is any different than marketing to women in general - women don't completely change just because they have a child"
 Sarah in Mississauga, ON

"Connect to them as women, with ambition, hopes and dreams of wanting more for themselves and their families. Their kids are an added bonus that they are lucky to have, but these women are still the same women with same hopes and dreams prior to having kids, but just want to include kids in these hopes and dreams."
 Cathy in Toronto


This is just a small sample of the feedback we received from our survey. To find out more about how The Yummy Mummy Club can help you connect with moms, click here.

To check out the results of our most recent YummyMummyClub.ca Members Survey, click here.

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