Global Motherhood:  Unity in the Divide

Overview:  Moms control 85% of home purchases and wield an estimated annual buying power of $2.1 trillion in the U.S. By 2017, we’ll see U.S. baby care category spending reach $67 billion, as well as $35 billion in China. In addition to this proven spending power and expected growth, we also know it’s a mother’s care, nurturing and influence over her children that shape the generations of our world to come. So with moms in mind, we thought it would be interesting to examine the similarities and differences of global motherhood as a means to better understand our developing, future world. From that pesky internal monologue to external family and social pressures, to brands and products she leans on for support, we’ve peeled back the layers of “mom-dom.” While some things remain universally true, we’ve uncovered a variety of market differences that shape motherhood globally. Click here to Download.

Frank About Women was created 14 years ago with a mission to help marketers better understand how to connect with women through effective, creative communications. This latest 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. Frank About Women surveyed focus groups in Australia, China, Colombia, India, U.K., U.S., with samples of approximately 300 respondents per country, for a total 1,800. Find out more and see the results here.