MullenLowe London Gets Frank About Women
Fact: globally, women are paid 60 - 70% less than men, yet women will control 2/3 of consumer wealth in the next decade. Smart brands seeking to build relationships with women know that as women close that pay gap, forging strong, meaningful connections with them is essential to sustained growth and profitability. Yet the sad truth is that 9 out of 10 women find marketing-to-women efforts ineffective.
In addition to the proven spending power, it’s also a mother’s care, development, and influence towards her offspring that acquiescently shapes the generations of our world to come.
To examine the similarities and differences of global motherhood as a means to better understand our developing world, Frank About Women conducted a Global Motherhood Survey using proprietary online research in Spring 2016 in the following markets: Australia, China, Colombia, India, U.K., and the U.S.
Sandy Doran, Strategist at MullenLowe London and Frank About Women UK lead comments. “Whether you’re a UK brand or working internationally, this report will help you to get closer to mums in 2016. With the information overload experienced by expecting and new parents firmly in mind we’ve recommended 6 important ways to engage with new and expectant mums and their families.”
Insights and observations exposed included:
- 83% of mums in the UK think they’re good or excellent parents, making us amongst the most relaxed about our abilities globally.
- Connecting the dots regarding the universal opportunities for brands to build loyalty with mothers before childbirth (hint: increase her feelings of success and confidence throughout pregnancy).
- How 60% of global moms feel that children should not be exposed to technology at an early age while 79% of Colombian moms actually feel that early access to technology is harmful to kids.
- The magic data diet of U.K. and Australian mums: they are 66X more likely to say it’s best not to consume too much information during pregnancy as it causes them stress.
Frank About Women is a global thinktank with a mission to make communications more effective, relatable, and enjoyable for both advertisers and women.
“With our international white paper, we investigate the far-from-obvious, challenge assumptions, and deliver provocative insights and ideas that help brands build meaningful relationships with global moms.” Shaun Stripling, Chief Strategy Officer, MullenLowe U.S. (Winston-Salem) and Global Director, Frank About Women
Frank About Women began 12 years ago by MullenLowe with a mission to help marketers better understand how to connect with women through effective, creative communications. The global motherhood study is the first global facing piece of research from Frank About Women that aims to inform and direct marketers with proprietary knowledge and insight on how to better connect with expectant, first time, and new mothers in the six markets of focus. Previous content with insights delivered from Frank About Women include how technology, social media and influencers play in a woman’s life and how it impacts her ‘gut instincts’. A proprietary study was also conducted around the ‘SWANK’ (Single Woman Affluent No Kids) – a growing and important demographic. All prior whitepapers and research can be found on FrankAboutWomen.com along with ‘Frank Flashes’ and other thought leadership pieces from the global team.
