We all know that becoming a mother changes every aspect of our lives. The one thing it doesn’t change is the need to be labeled. Back in high school we may have been branded the nerd, the slacker, the cheerleader, the jock or even the smoker. We often carried that brand through college or in some cases straight into the workplace.
As we moved into the role of mother we were labeled either the working mom or the stay-at-home mom, and marketers did their job to market to the right group at the right time. But now things have changed. You can no longer define a mother by her choice to work or not to work.
Today’s moms are CEO’s, entrepreneurs, business owners, executives, home school teachers, and much more. Today they have more power and control over their lives and in more cases than not, the buying power of the household.
So it makes complete sense to focus marketing efforts on moms. But not just moms in general, because we all take on the role of motherhood differently, but how moms act out the role and what our individual needs are.
According to findings of the “The 21st Century Mom Report” conducted by NovaQuant and BabyCenter in 2006, they have come up with seven labels that represent the behaviors and habits of mothers.
Social Mom
A social mom is a mom who uses social media like Facebook, Myspace, BabyCenter and other communities on a regular basis.
Media Mom
Media moms are moms that get most of their news and information from online sources. They usually only have time between naps and bedtime to read up on the latest news.
Gadget Mom
Gadget moms have the latest smart phone or PDA. They are technology junkies with digital toys and the latest tech gadgets. You will often find these moms playing with game consoles, sometimes more than their kids do.
Mealtime Mom
Mealtime moms plan family time around dinner. They will often find recipes and cooking tips online.
Eco-Mom
Eco-moms are moms that care about the environment and want to instill good “green living” habits into their children. They seek out eco-friendly products and services.
Dr. Mom
The kind of mom that drives the primary physician insane. These moms come to appointments armed with information and they will often seek out second opinions. Dr. Moms consistently research online for symptoms and disorders just to be prepared for appointments.
Power Mom
85% of moms today feel they have more power and control over their lives than moms in the 1980’s or 1990’s. Power Moms are often the ones working out flexible work schedules.
So what kind of mom are you? Do you think these labels are on point, too broad, or completely out of sync? I can say I don’t exactly fit in any of the categories above. In fact, I see myself as a hybrid mom, a social-media-gadget-power mom with interests and dreams of becoming an eco-mom and mealtime mom.
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