We control $4.3 Trillion in consumer spending!

The numbers are in and the facts are clear: Women control $4.3 TRILLION of the US Consumer spending. And WE WANT IT OUR WAY!!!

“The Rise of the Real Mom,” a white paper authored by Marissa Miley and Ann Mack and published by Advertising Age  took a good look at the mothers of today. They named it well as a Google search brought up 14Million searches for  'real mom'. I believe that the words will gallop into the lexicon of US English.

This is the most fascinating report as it covers the wide range of women aged 18 to 65. It identifies the percentage rise in education (YEAH) and the new expectations of the mothers who are also workers, careerists and fully in charge of their families.

A few facts:

Moms still do the majority of wet tasks (dishes, laundry, cleaning the bathrooms) while men stick to the dry jobs (driving children to school, making lunches, taking out the garbage).
Moms juggle far more in terms of activities than men
Have higher stress than men

Nice to have all this confirmed. I can assure that any wet task performed by men leave a bigger mess than when performed by women. So women know, “it’s just easier if I do it myself.”

VERY IMPORTANT FACT: Pragmatism and control rules the day!

To reach this real mom, marketers need not just to communicate that the
goods and services they offer are practical and convenient; they also need
to make real moms feel confident and in charge.

Let’s repeat that: practical and a sense of control! We are pressed for time, driving the kids to and fro (I clocked 100 miles one day), work, planning, homework, with little time left to breathe and think. The products today need to be easy to buy, pay for, receive and install!So in what categories do women exercise the practical and sense of control? Not surprisingly, it is vertical market specific.

Real Moms influence the buying decisions in these categories:

Personal Care 67%
Clothing 64%
Cosmetics 61%

Spouses and Partners have greater influence on buying decisions in these categories:

Electronics  45%
Cars 46%
Restaurants 42%


If you sell to women, how do you, as a business owner, sell to the ‘real moms’? Start with a look at your service or product and assess whether it appeals to this demographic. Next, how can you make it as easy as possible for real moms to buy from you? Third, look at your marketing materials and does it include the ideas of easy, practical and control?

With a few changes can you make the delivery of your product practical and easier to use? Can you do a bit of rewriting the marketing verbiage you have on your web site to reflect the concept of control, practicality, and time saving for your real mom client?

A quick personal experience to bring this info home: I wrote a twitter to promote my workbook on elevator pitches. It stated: Real moms: Easy, at your command, the ‘how to’ on creating an elevator pitch http://tinyurl.com/yfhess5

The results have been great!