303 MullenLowe Launches Frank About Women Think Tank in Australia
303 MullenLowe is one of six MullenLowe Group agencies spearheading a global think tank called Frank About Women, which will investigate the beliefs, practices and trends that influence today’s female consumer.
Derry Simpson, Managing Director of Strategy and Innovation at 303 MullenLowe, is leading the Frank About Women think tank in Australia, working closely with MullenLowe executives in the United States, United Kingdom, China, India and Colombia.
Their first collaborative research project is the Global Motherhood: Unity In The Divide white paper, which aims to help brands build stronger relationships with new mothers, addressing the fact that 9 out of 10 women find marketing-to-women efforts ineffective.
“Understanding what makes the average Australian mum tick is fascinating, but many of our clients operate in other markets, so it’s even more fascinating seeing what her counterpart in India or China thinks,” says Simpson. "‘Global Motherhood’ is the first in a series of white papers that we’ll share with our clients locally to help them connect with female consumers more effectively.”
According to the Global Motherhood white paper, Australian mums are more relaxed in their parenting abilities, and are least likely to second-guess a parenting decision. While many mothers struggle with the concept of selflessness, this is not so in Australia, where mums are most inclined to prioritise her own needs first.
“All parents worry, but what makes Australian mums different is their confidence and pragmatism. They are frank with themselves, put less pressure on their children, and are more likely to prioritise value over status. For brands, it’s important to grow a mum’s confidence and support her desire to put herself first sometimes. There’s a real opportunity to build relationships with mothers and grow their confidence – otherwise brand loyalty can be fleeting,” says Simpson.
Global Motherhood – findings include:
• What makes a “good mum” – all global mums struggle with the concept of self-love, but Australian mums are most likely to put themselves first. By contrast, Indian mums are 36 times more likely than Australian mums to say, “my child always comes first”.
• Aussie mums are confident mums, with 93% saying it’s best to do what works for them, regardless of what others say and do.
• Mums are worriers. 69% of expectant Aussie mums fret over whether they’re going to be a good mum – on par with the 72% global average.
• The value of catching Z’s – globally, mums report being 46% more interested in sleep than sex. Incredibly, mums say they worry 30% more about household duties than their post-baby relationship. Want to get frisky with her? Try folding the laundry.
• 68% of Australian mums say that being a good mother has proven easier than anticipated while pregnant. Returning to the workforce, however, is trickier than many Aussie mums expect with 41% admitting the work/baby balance is harder to master than they thought it would be.
• Aussie mums are bucking the tiger mum trend – only 10% think children should be encouraged to achieve skills and milestones ahead of schedule.
• Only 29% of Australian mums are obsessed with finding the very best brands – a third of the global average of 60%.
• Australian mums are more likely to splurge on feeding supplies, personal care products and transportation equipment like child restraints, but they’re far more budget-conscious when it comes to buying kids’ furniture, clothes and accessories, and toys.
According to Shaun Stripling, Chief Strategy Officer at MullenLowe U.S.: “Frank About Women is a global think tank with a mission to make communications more effective, relatable, and enjoyable for both advertisers and women. We investigate the far-from-obvious, challenge assumptions, and deliver provocative insights and ideas that help brands build meaningful relationships with women.”
Frank About Women has been running for 14 years in the United States. The Global Motherhood white paper is its first international piece of research that aims to inform and direct marketers with proprietary knowledge and insight on how to better connect with expectant, first time, and new mothers across six markets.