talkin' 'bout my generation

Talkin’  ‘Bout  …  My  Genera4on  Stacy DeBroff!October 19, 2011!

Op4mis4c,  entrepreneurial,  confident.  Digital  na4ves  –  live  online,  communicate  via  email/text  not  phone.    Terrorism,  Gulf  War,  

Y2K,  9/11,  Facebook  “En$tled”  

Free-­‐spirited,  experimental,  yet  also  loyal.    Vietnam,  Watergate,  Women’s  Rights,  

Transistor  Radios  “Me  Genera$on”  

Latch-­‐key  kids,  self-­‐reliant  –  not  into  labels.  Resist  paren4ng/family  models  of  mother’s  genera4on.  End  of  the  Cold  War,  AIDS,  Atari,  

Space  ShuWle  Challenger,  War  on  Drugs    “Defiant”  

BOOMERS  

1946  -­‐  1964  

GEN    -­‐XERS  

1965  -­‐  1976  

GEN      -­‐Y  ERS  

1977  -­‐  1992  

Stepping  Out  of  Lockstep  

¥   Moms  answered  90+  in-­‐depth  ques4ons  about  their  abtudes  toward:    

¥   Paren$ng  &  being  a  Mom  

¥ Use  of  social  media  &  technology      ¥   How  they  want  to  engage  with  brands  

 W  H  E  N    &    W  H  O    

     A  B  O  U  T    

¥   In  April  2011,  we  surveyed  900+  Moms:  ¥   Gen  Xers  ¥   Gen  Yers  ¥   Boomer  Moms  

¥   All  with  kids  under  11  years  old  ¥ Survey  took  45  minutes  to  complete  

M  E  T  H  O  D  O  L  O  G  Y  

         In-­‐person  Mom  Friends      Spouse/Partner      Product  Ra4ngs/Recommenda4ons  My  Online  Mom  Friends        Retail  Stores          Mom  Blogs          Child  Experts  (In-­‐Person)      Online  Paren4ng  Sites        My  Mother      Books        Cost-­‐Saving  Emails      Online  Brand/Company  Website    Direct  Mail      Child  Experts  (Online)        Email  NewsleWers        Print  Magazine  Ar4cle/Ad/Review  TV  Adver4sing  Online  Magazine  Ar4cle/Ad/Review  TwiWer  Newspaper  Reviews  Online  Targeted  Ads  on  My  Social  Network  Newspaper  Reviews  Celebrity  Moms  Radio  Ads      

 Impact  On  Mom’s  Purchasing  Decisions  

Tradi$onal  

Online  

Personal  Recommendation Culture!

Online Connectivity!

!!

!!!

G  E  N  E  R  A  T  I  O  N  S  

A  G  E  S    &  S  T  A  G  E  S  

1! 2

Meet  Meet!

Meet  Generation Mom!

Core  Paren4ng  Values  Converge  

“say contentment in kids trumps future success”!

1!“would rather stay at home

instead of forging ahead on their career path”!

“would forgo a bigger paycheck to spend more time with their kids”!

!2!3!4

“put parenting ahead of their marriages”!

What  Makes  a  Great  Mom?  

“Setting boundaries and keeping them.”!

1!

3

2

“Spending quality time with my kids.”!

“Raising children with good manners.”!

“I  Feel  So  Guilty…  

…for not spending enough time with my kids”!

1!

3

2

…about being short-tempered with my

family”!

…because I don’t play with my children enough”!

Crisis  of  Isola4on  Secondarily:  A  Crisis  of  Isola4on  

 Only  19%  of  Moms  raise  their  children  in  the  community  in  which  they  were  raised.    Less  than  50%  live  near  family  members.    Over  80%  don’t  feel  they  get  enough  support  from  co-­‐workers.  

And  when  it  comes  to  friendships…  

 W  A  V  E  S    O  F    L  O  N  E  L  I  N  E  S  S    

BOOME  R  S  

GEN    -­‐  X  E  R  S  

GEN      -­‐  Y  E  R  S  

Age  of  Social  Media  Connec4vity  

3  out  of  5  Moms  Blog  

Genera4on  Mom’s  Embrace    of  Social  Media  Connec4vity  

 3  out  of  5  Moms  engage  with  each  other  on  TwiWer  

 9  out  of  10  Moms  cite  Facebook  as  their  “go-­‐to”  des4na4on  

Communi4es  of  Commonality  

Recommenda4on-­‐Driven  Culture  

96%!trust  products  more  aqer    

they’ve  done  their  own  research    

Online  Recommenda4on  Trust  

82% !read  product  reviews  online  before  buying  a  brand  they  

haven’t  tried  yet      

90% !trust  products  more  aqer  hearing  about  them  from  friends      

 Untethering  of  Brand  Loyalty  

66%  agree:  Brands  aren’t  important  to  me  

Looking for savings, Moms remain open to trying new products and brands.

You can spend less and get the same quality from a generic.

Only  50%  consider  themselves  brand  loyalists.  

 The  Swing  Vote  

ü  78% of Moms say that they would gladly switch brands if offered a coupon

ü 68% pay attention to brands offering free samples

ü 65% poll their Mom friends when trying a new product

Moms now mirror independent voters ... and will cross the aisle in search of new brands.

Moms  will  switch  brands  …  

If  Friends  Love  a  Brand  &  Recommend  It  

To  Save  Money  

Honesty!!Affordability!

Transparency!

Social Consciousness!

Fun, style, !friendliness!

Be a Brand Moms Admire Win  Me  Over  .  .  .  and  over,  and  over  .  .  .    

Be a Brand Moms Admire Social  Media  as  Key  to    Reaching  Genera4on  Mom  

Be a Brand Moms Admire Living  in  a  Recommenda4on  Culture  

BOOME  R  

GEN    -­‐XER  

GEN      -­‐Y  ER  

Generation Mom!

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Stacy  DeBroff  CEO  and  Founder  

Stacy@MomCentral.com  @momcentral  

 For  Consumer  Insights:  Tracey  Hope-­‐Ross  

tracey@momcentral.com      @thopeross