Become a modern leader. Climb the corporate ladder. Get past the broken rung.

how to market a product to working moms

Why market a product to working moms

Mothers have always been powerful women within the household, but for decades corporations overlooked the power of mothers as product developers, consumers, and influencers. Though mothers control 85% of household purchases, three out of four moms still say companies have no idea what it’s like being a mom.

Who are working moms

In order to market a product to working moms, you will need to know some information about today’s working mother.

Interests: Reading, indoor gardening, Peloton and working out, social media, self-care, and health and wellness. 

Powers: Independence (45% of single mothers are currently divorced or separated, 1.7% are widowed, 34% of single mothers never have been married). Strong moms who place a high value on good parenting and are somewhat more likely than other generations to say being a parent is extremely important to identity. They’re passionate about their children, vocal, outgoing, influential, and involved. The primary caregiver for children in the household during the day. They have strong opinions on issues that affect their children and families but don’t have time to be actively engaged in advocacy activities in the support of mothers.

Needs: Finding quality childcare and other resources. They overwhelmingly took on the burden of childcare and household duties while navigating their own professional ambitions. They are frustrated and under financial stress or hardship to pay for childcare. Working moms are struggling to balance the emotional and physical needs of their families with their careers. Many mothers don’t have access to a village—and it’s affecting how they raise their children. They need more emotional support, encouragement, and empathy (more acceptance and reassurance-based support).

Behaviors: Working moms often listen to their family and mom tribe. They’re often isolated, because some don’t welcome help, or are trying to “push through.” They often feel lost, alone, and the pressure of being a primary caregiver and the stress of balancing work and family. Some are battling maternal mental health issues such as anxiety and post-partum depression. At work, they often feel like an impostor and at home, they feel like they are failing to fulfill expectations for their family. They’re exhausted, and not just from lack of sleep (because they aren’t getting enough sleep or time for themselves). Some working moms are the primary breadwinner for the multi-generational family, which makes them restless, time-pressed, and tense. They’re constantly anticipating and preparing for negative outcomes.

Values: They put family first, are ambitious, and try to change the world for their children. Working moms are willing to use their voices and financial contributions to effect change.

Aspirations: These women are looking for self-care, therapeutic spiritual moments. Despite everything, they are trying to look fit, eat healthily, and get back to the woman they once were. They don’t feel empowered but want to combine their careers and motherhood creatively… and don’t want to feel guilty for wanting to further their career. They want to reduce feelings of guilt, doubt, anxiety, and depression need a “sister circle” to solve their “someone gets me” void.

What types of products do moms buy the most?

In order to market a product to working moms, you will need to know what types of products moms buy the most. Working moms are time-pressed, so most leverage online shopping sites like Amazon, Walmart, and Target. They shop with retailers and manufacturers with a wide selection of products, so they can shop for the most categories at one time. The top categories for online shopping include clothing, shoes, consumer electronics, books, movies, music and games, and cosmetics and body care.

Consumer marketing expert Christine Michel Carter can help you with marketing consumer products to working moms. After over 15 years in consumer marketing, Christine has perfected an “art and science” approach for clients. Her approach includes art because it requires personal experiences, raw honesty, real understanding, and forethought. Case studies can be found here.

Additional information about consumer marketing can be found here, in Christine’s articles for WikiHow. Together with WikiHow, she provides their audience with the most helpful instructions on marketing.