OUR FOCUS: MOM

NO ONE CAN IGNORE THE INFLUENCE AND POWER OF MOMS.

As our reigning CHOs – Chief Household Officer’s – moms influence 85% of all household purchases and represent a $2.1 trillion market. Yet somehow, according to a recent report by the Marketing to Moms Coalition, 60% of moms feel that marketers are ignoring their needs, and 73% feel that advertisers don’t really understand what it’s like to be a mom. 

EBL has a passion for understanding how moms think and feel, and we've applied that passion and expertise to brands like Wal-Mart, Cable ONE, The Phoenix Convention and Visitor’s Bureau and Harkin’s Theater. Our latest study – Middle-Class Moms & the Recession – explores the fundamental shift of values in this key demographic by exploring how she thinks and feels during this challenging economic climate. It highlights recession-inspired purchasing practices she embraces, as well as the ones she tolerates as temporary sacrifices.

So what changes is she making? How are these changes making her feel? These are the driving questions behind this unique study commissioned by E.B. Lane and executed by research and brand consultancy SenseTruth.

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¹Marketing to Mom’s Coalition- State of American Mom 2008 Highlights.