The keynote presentation from Mumstock 2016 imploring marketers to stop faking it when it comes to connecting with mums

1. Stop faking it
Creating meaningful connections with
mums

2. Marketers love simplicity

3. But the quest for simplicity is
selling mums short

4. Bland segmentations
Brand-centric research
Simplistic assumptions

5. Weaponised by automated
marketing

6. The result is that marketing
struggles to connect with mums

7. Only 19% of British mothers
claim there are any examples of
mums in advertising that they can
relate to
Source: Saatchi & Saatchi quantitative research 2014

8. It’s time to stop
faking it

9. We need to stop
focusing on the stuff
that we really care
about

10. And start caring
about the things
mums really care
about

11. This year we handed Mumstock
over to mums

12. How do mums identify
themselves?

16. Source: Ipsos Connect quantitative research 2016
Top 25 Identities by Volume

17. On average they identify with 6 of
these groups

18. “I can empathise with many of these groups as I
have been divorced and I have twin daughters
in their teens of which one is dyslexic. I have
suffered a miscarriage and the death of a
younger sibling. My step son is in a multicultural
marriage and my children are mixed race. All of
which are important factors in my family’s life.”
Source: Ipsos Connect quantitative research, open ended question, 2016

19. Some are more defining than
others in their experience of
motherhood

20. Source: Ipsos Connect quantitative research 2016
Top 25 Identities by Intensity

21. It’s time you got to know their key
identities really well

23. Making real connections

24. A great deal of
value is off
limits to
one child
families
2.5m mums

25. “I find it hard to shop for a single child, I have a
lot of waste in my house”
“Its always mum, dad and 2 children or 1 parent
and two children. There is no option to reduce
the child”
Joanne

26. Package holidays
are a life saver for
families with children
that have special
needs
1.4m mums
2nd most intense

27. “There are brands I would repeatedly use
because of reliability and trust e.g. First Choice
and Thompson holidays. They are all as it says
on the tin. I have to be able to say to my
daughter this is where we’re going, what we’re
doing…it reduces her anxiety if I can keep her
calm, the family is calm ”
Kadra

28. Teens mould mums
as much as mums
mould their kids
5.5m mums

29. “I’m finding I’m wearing a little more make up
these days, so yeah I am buying more, I’ve
never bought primer before, so I bought a
Benefit primer and a BB cream”
Manon’s friend

30. It’s time to be
positive about
lone parenting
2.3m mums
4th most intense

31. “Being a single mum makes you more
motivated to do well in your career. I’m the only
one that they are financially dependent on. It’s a
massive motivation – I’ve progressed over the
years because that’s what I felt necessary. It’s
quite a positive thing, not a negative thing”
Helena

32. “The more you step back and embrace
complexity the better chance you have of finding
simple answers and its often different to the
simple answer you started with”
Eric Berlow, Ecologist, TED 2010

33. Are you ready to
stop
faking it?

34. 1. It’s not all about you

35. 2. Spread the love internally

36. “Empathy is not a soft nurturing value but a hard
commercial tool that every business needs in its DNA”
Rene Schuster, former CEO Telefonica

37. 3. Open up your business and
your brand

38. “I’d love to collaborate. Anything that could help a
family like mine, a child like mine, or a parent like
me. These companies that make these decisions,
they don’t know everything - you can only learn from
experience. If you have that experience you can
pass it on and learn from it.”
Kadra

40. 4. Ignore me at your peril

41. “They’ve not caught up with the times. It
would be good if they had a single parent
and a child, then a single dad or gay
parents. Maybe even grandparents who
raise the children”
Michelle

43. 5. Be nice to others and I’ll be
nice to you

44. 6. You’re a mum,
act like a mum

45. “A lot of ads look like they have been made by
people who don’t have a clue what it’s like to be
me. There must be, they can’t have an entire
advertising industry without having mums
involved but it doesn’t show”
Monique

46. Make life simpler,
stop seeking a simple life