Latin American Moms Have Different Parenting Styles & Values from Their Own Moms [REPORT]

Findings from Saatchi & Saatchi’s recently released “Moms & Marketing:irl” (“in real life”) worldwide quantitative study about today’s moms and how marketers can speak to her in more authentic and emotionally resonant ways found the vast majority of Latin American moms have different parenting styles and values from their own mothers.
 
“Latin America is rapidly changing and so is motherhood,” said Robert Senior, CEO Worldwide de Saatchi & Saatchi. “The global findings of the study are fascinating, and it is perhaps not surprising that Mexico and U.S. Hispanics top the survey in a number of these questions. The insights the study provide makes it an invaluable tool for legacy brands hoping to have a more authentic conversation with Latin American mothers and new brands hoping to engage with this most prized audience.”

Saatchi & Saatchi’s Moms & Marketing:irl  study was a true worldwide collaboration, with nine regions participating and working closely together for over a year. The study consisted of 8,000 interviews of moms with children between the ages of newborn and 17 from eight regions (China, Germany, Italy, India, Mexico, the UK, the U.S. and U.S. Hispanics). This qualitative and quantitative study found that globally more than half of moms (51%) feel that advertisers have an outdated view of moms and that the majority of moms (51%) believe that advertisers don’t understand them. Among other key findings related specifically to Latin American territories:

·        86% of moms in Mexico and 77% of U.S. Hispanic mothers feel their parenting style is different from that of their mothers’ generation, a figure that tops the list (compared with 74% of moms in the U.S. and just 61% of moms in Germany);

·        Over two-thirds of moms feel they haven’t lost their individual quirky side since becoming a parent; a figure that was once again highest among Mexican mothers at 83%; and

·        Approximately six in ten moms believe their values and their parenting styles are different than their moms, a trend that proved more prevalent in developing markets including China, India, Mexico, and U.S. Hispanics.

“The need for better emotional connections with our audiences is widely understood, but which is the right emotion for your brand?,” said Mary Mills, Worldwide Director of Strategic Intelligence at Saatchi & Saatchi and leader of the network’s Xploring practice, Saatchi & Saatchi’s unique, immersive way of understanding real people in the real world. “Most marketers link their branding messages to the caregiver role, which is undeniably important, but we’ve identified eight other equally important emotionally resonant roles that mums enjoy, and these are virtually untapped.”

 To download report CLICK HERE.

The Moms & Marketing:irl study was conducted between July 30 and August 24, 2015, and examined nine common roles that moms often assume: carer, safehouse, coach, fan, playmate, rule breaker, friend, hero, and elder.