Marketers know that moms are usually the primary shoppers in a household. CBX develops an array of strategic brand design to appeal to these moms. But to really understand our target audience, we need to recognize that the term “mom” is no longer gender specific. It’s a state of mind, an emotional state and a way of life that crosses gender norms.
As traditionally understood, moms have usually been women. But in today’s world, men have also been filling these “mom” roles. Plenty of men, single or otherwise, deal with the same drivers as women. They may work part time, full time or stay home to take care of the kids (which is a full-time job in itself that doesn’t get enough credit!).
What women and men both share are the drive and dedication to take care of their families, to use the resources they have at hand to feed, clothe and provide the emotional support that any family unit needs to thrive.
This paradigm shift is happening at the same time as the definition of family continues to evolve. Our culture’s understanding of gender roles and marriage are shifting literally in real time. Lines are being blurred and family roles are becoming more open and customizable. Families are defining their own ways of caring for one another. It’s a beautiful time.
Nonetheless, on a brand level, challenges remain with these fluid definitions, particularly, of “mom.” CBX is constantly engaging consumers across many categories to understand social context and the broader audience. The more we understand the underlying motivators that drive “moms,” the more effectively we can create a deeper meaning for a brand, it role in the larger, cultural context and its purpose for the consumer.
Brands that continually reevaluate their consumers, not in terms of demographics but their mindsets, have the opportunity to help change how our society thinks about families from the inside out—to appeal to more, to stand for more, to mean more.