Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. Moms: Faking It While Freaked Out From the AbelsonTaylor Health, Lies and Motherhood study
Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.
Moms:Faking It While Freaked OutFrom the AbelsonTaylor Health, Lies and Motherhood study
Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.
What EXACTLY do we
mean by Faking It?
2
MotherhoodHealth and WellnessLies
Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. 3
fāk/ ing [it] – Verb
(1): To show an enhanced version of reality. Withhold flaws.
Faking it
Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. 4
Meet Amy
NOT
PROCESSED
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Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.
The reality? She’s faking it because she’s completely freaked out…
5
Confidential and property of AbelsonTaylor.Proprietary and nontransferable. Not for dissemination.
Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.
Meet the
REAL Amy
Confidential and property of AbelsonTaylor.Proprietary and nontransferable. Not for dissemination.
BLEACH
COOKIES
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It’s actually
all our fault
Why is she REALLY freaked
out and faking
it?
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Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.
Judged
By all the
world’s
watchful
eyes
The state of the union in motherhood
8
Freaked-out state of mind
Self-
inflicted
pressure
Anxiety at an
all-time high
Info overload
Excessive noise,
varying
perspectives,
amazing sea of
choice
Idealized
Held to
impossible
standards
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And what’s worse…we aren’t connecting with her
9
Despite the fact that mothers are one of the most researched groups of consumers
We aren’t
connecti
ng
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The Mom Complex, http://www.thundertech.com/media/documents/thundertech-mobile-mom-report.pdf.
Trillion Dollar Moms by Maria T. Bailey & Bonnie Worthy Ulman, http://m2moms.com/fast_facts.php.
3 out of 4Moms feel like marketers and advertisers
don’t understand what it’s really like to be them
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Why is it so hard to understand mom?
11
IT ISN’T
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Get her to unintentionally reveal herself
Exploring her natural habitat
Peeking in her cupboards
Observing her daily life
Interacting with her
Confidential and property of AbelsonTaylor.Proprietary and nontransferable. Not for dissemination.
Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.
That’s when the
TRUTHreveals itselfConfidential and property of AbelsonTaylor.Proprietary and nontransferable. Not for dissemination.
Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. 14
Our research is as untraditional as it gets…
It’s
Anthropologic
Quant validated
So you know we aren’t
lying
In-home
Inspections
Mom-over
Sleepover
H&W
Shop-a-long
Mock
Baby showers
Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.
Our nontraditional approach
led to the real pressure point of motherhood
15
Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.
The need to get it
just right
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Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.
Her child’s health and wellness is a reflection of her job performanceConfidential and property of AbelsonTaylor.Proprietary and nontransferable. Not for dissemination.
Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.
The stronger moms feel about doing a good job, the stronger they feel about Health and Wellness
18
My K
id’s
he
alth
an
d w
elln
ess
My performance as a mom
79%correlation
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If you could guaranteeyour child ONE thing in life, what would it be?
Happiness
35%
Health
30%
Let’s put it in
perspective
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That may seem obvious, until you see what mom is willing to forgoConfidential and property of AbelsonTaylor.
Proprietary and nontransferable. Not for dissemination.
Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.
What is mom willing to forgo?
21
Strong morals and values
22%
Financial security
6%
Self-confidence
5%
Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.Confidential and property of AbelsonTaylor.Proprietary and nontransferable. Not for dissemination.
As long as they’re healthy her kids can grow up to be insecure, broke, BUTTHEADS
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Health and Wellness Opportunity
H&W brands
The freaked-out vulnerable mom
The confident self-assured mom
You are
here
82% feel that brands can
help her do a better
job
Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.
Health and Wellness
brands are uniquely
poised to help mom
achieve superior mom
performanceConfidential and property of AbelsonTaylor.Proprietary and nontransferable. Not for dissemination.
Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.
[freek-out] – Verb
(1): To lose one’s self due to extreme fear or anxiety. A heightened emotional and
vulnerable state.
Freaked out
Istock 38006696
25
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motherhood firsts = times of high vulnerability
94%
vulnerability even as their role of mom evolves over
time
8 in 10
Vulnerabilitiesare ever present
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Breast-feeding
Daycare
Why is my baby
crying?
Judgment
Getting sick
School
Siblings
Sitters
PubertyLearningto drive
Pediatrician
Vaccines
Back to work
Solid foods
The sex talk
Off to college
When my baby has a
baby
Having patience
BehaviorInjuries
Am I a role model?
Sleep
Succeedingmeans overcoming
Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.
Intense
connection
Emotional currency
for future choices
28
Her
vulnerabilitiesYour brand’s
unique H&W solution
A special kind of brand loyalty