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The very latest info on Marketing to Moms & Families:

The clock is ticking for your brand on TikTok.
Moms are rising users of the platform. Once again, Katrina McCarter offers insights to help us more effectively reach and engage with today’s Moms. In her May article, Katrina reveals that TikTok, a platform famous for its youth appeal, is now successfully reaching an older, more influential audience. One with more consumer power: Moms. Why? A mobile-first environment is one reason. Another reason is “the app’s largest user base – those under 24 – are actively seeking content made by moms.” Find the data and brand examples you need to make a case to your brand team that TikTok may be a tool to potentially add to your marketing/media mix.
Katrina McCarter is a Marketing and Partnership Strategist, Best-selling Author, Podcast Host and expert on helping brands sell more effectively to the world’s most powerful consumers…Moms. She is a generous thought-leader in the M2Moms® community. Read Katrina’s article here.

Letter from Kasia…a Marketing to Women Expert, in Poland.
“This is unbelievable…a nightmare that became real.”

We just received a passionate letter from Kasia Pawlikowska a smart and enthusiastic contributor to M2W® & M2Moms® conferences for many years. Her focus has always been on female consumer behavior and successful communication practices in Central Europe and other European markets.
Now she writes personally to all of us. Those of us Kasia met at event in New York and Chicago and those of you she hopes to meet in person, sometime soon.
Read this letter. She reminds us how quickly lives can be changed. Recently it’s been seismic for many. First the global pandemic. Now this horrific war. Being informed and prepared to respond to change is a role all brands should play. As Kasia says,  “Not too far from where I am, right next to our border, in Ukraine, bombs are being dropped. Universities and homes are being destroyed. Women are giving birth in basements. This is all so very shocking.”
Here’s what we write to Kasia: At a moment when you, as the Founder of an agency called Garden of Words must feel what she is experiencing is almost beyond words, we appreciate the time you took to write this letter, and to help  bring us into your heart, and into the picture. Thank you. Be safe as you do what you can to help.Read her entire letter here.

Hey brands, what in the world are you waiting for? That’s what Katrina McCarter wants to know! I do too.
Like me she also wonders, in a world where best results matter,  “What’s taking so long?!?” So, Katrina has chosen to focus on one theme of the 2022 IWD #BreakTheBias campaign…stereotyping. Katrina is the founder of Marketing to Mums and Partnership Mastery in Australia. Her research has found that 63% of mom believe brands don’t understand them, and sadly their advertising reflects that. Another study she cites from Saatchi & Saatchi and parenting site Mumsnet found only 19% of UK moms have ever identified with a woman in an ad. That can’t help business!

What’s the fix? Simple really. Katrina gives us 4 ways all brands and advertisers can #BreakTheBias and BUILD THEIR BUSINESS too!! No More Excuses.Thank you Katrina McCarter & Women Everywhere. Read here and reap!

New Book from Highlights Showcases Children’s Letters Reveals 75 years of insights for moms and marketers! By Christine French Cully, Editor in Chief, Highlights For Children

At Highlights for Children—a for-profit, mission-driven company—development of new content and products for kids always begins with the question: “How will this help children grow to become their best selves—curious, creative, caring, and confident?” A clear answer to this fundamental question helps our editors and product developers create offerings that truly meet the needs and desires of parents and kids. 

We spend a lot of time thinking about the needs and desires of both our adult customers and our audience of children. This work is informed, in large part, by our authentic, ongoing dialogue with children who write to our flagship publication, Highlights magazine. Over our 75-year history, we have received more than 2 million pieces of mail from kids, and we’ve responded to every child who writes to us. Our core belief is that children are the world’s most important people—and that childhood, a short sweet season, is also a period of heavy lifting for kids, deserving of the thoughtful attention of adults. By holding fast to our core beliefs, ensuring that everything we do is aligned with our mission to help kids become the best they can be, and staying immersed in the world of kids and families—we have remained a relevant and essential part of childhood for millions of American households.

Much of what we’ve learned from experts on childhood—kids themselves—is shared in our first book for adults—Dear Highlights: What Adults Can Learn from 75 Years of Letters and Conversations with Kids. We’re happy to share excerpts from this book with you, in the hope that they will remind you that when we lean in and listen to whatever kids want to tell us, we always learn something that deepens our understanding of them and helps us serve them better.

CLICK HERE to sample Chapter One: ”Where the Conversation Began”, from Dear Highlights: What Adults Can Learn from 75 Years of Letters and Conversations with Kids. (Highlights Press, 2021)

CLICK HERE to watch the video trailer with Christine French Cully.

Surprising Scams Target #1: College-Educated And Internet-Savvy Women NEW Survey Report led by Angela Houghton & Jennifer Sauer, both Senior Research Advisors, AARP Research. Once again we are pleased to feature results of an important AARP study…called Surprising Scams… that sheds light on women and families. This time the work addresses the issue of women and fraud. “Four in five women 50+ are worried about someone they don’t know accessing their personal information”  but interestingly 78% of those women, who are also college educated, are less worried than they should be and are 4 times more likely to be targeted for identity theft than 50+ women overall. What are the 3 most common scams women encounter?  How does fraud also victimize foreign-born women, and what can be done. Perhaps there’s a role your brand marketing-to-women plans can include a communication component to help educate all women & families about this serious problem that has been increasing significantly. Read here.

Women, Work and The Road To Resilience: Working Women at Midlife and Beyond NEW & TIMELY Research led by Rebecca Perron, PhD, Senior Research Advisor, AARP Research.  “Work is a critical component of financial resilience and particularly for financial recovery from the Covid-19 pandemic. While that is true for workers of all ages, older women workers also face unique challenges.”
This recent 2021 study from AARP called “Women, Work and The Road To Resilience” dives deep into those challenges, including the direct impact of the pandemic on midlife women, their anxiety about the future, the realities of age and race and cultural discrimination they face, and how caregiving has become a much larger part of their family lives. As always you can count on AARP not only to deliver the data but to help reveal the implications from their findings to help organizations and businesses of all kinds deal with these new cultural realities with better understanding.
“Midlife women are generally more likely to be caregivers generally and to have stepped up to help children and grandchildren who were out of school. Many who lost jobs took steps to cover bills and expenses that could have long-reaching implications for financial health. Providing care for others…including ill family members & friends… has meant limiting their ability to look for work, work as many hours as they would otherwise, and take certain jobs. Furthermore, many see their age, race/ethnicity, and gender as limiting factors to both finding and maintaining a job.”
Where do we go from here? No matter what your brand or business the ramifications and next steps are critical. “Economic recovery should include additional help for caregivers and flexible work options, as well as continued efforts to eliminate age discrimination in both hiring and access to opportunities at work.”
Don’t miss this powerful, timely 35 page power point that includes everything you need to begin your brand’s planning for “the road to resilience”. Read Here.

Research shows that “79% of moms have identified themselves as the key decision makers when it comes to buying a car.” Yet “71% said automotive brands don’t understand them.” What’s wrong here and is anyone getting it right??!!

Katrina McCarter says “yes”. This global marketer and mother of 3 has plenty of smart insights on the topic, that derive from her 2018 survey of mom consumers, her on-going research (personal & professional) and a recent podcast interview she hosted with the UK head of marketing for a brand that “celebrates the modern family in all its guises”.  In this month’s article, Car marketing drives moms crazy — except for one brand, Katrina takes aim at dated, clueless creative and introduces us to an auto maker who is getting it right. It begins with a cultural and corporate ethos of thoughtfulness and follows through with creative leadership that invests in truly understanding women today. The centerpiece example of this marketer’s work is a Gerety Award-winning TV commercial. It is a story about a family that could be yours or the neighbors next door. It is riveting. Even if you are not in the business of marketing cars, this article will help you rethink how to authentically gain respect, trust and business with moms and families today. It’s definitely a ‘rubber meets the road’ marketing read!
Read & Learn Which Auto Brand Gets Katrina’s Thumbs-Up, Here 

Boomers & Zoomers Adopt Video Chat to Stay Connected During Covid 
NEW Research led by Brittne Kakulla, Ph.D., Senior Research Advisor, Consumer Insights, AARP Research. 

While Grandparents have missed in-person visits with their grandchildren during Covid, advances in technology have helped many to stay connected through video chat. A new AARP study called “Boomers and Zoomers: Sharing Culture Through Video Chat to Connect with Young Grandchildren During the Pandemic”, shows that grandparents quickly adjusted to our changing world and the unique challenges of the pandemic by turning to video chat, a trend that may continue to augment their in-person visits as modern medicine makes that possible in the months ahead. This September 2021 infographic quickly sums up top-line findings that give marketers a better sense of why grandparents use video chat and successful strategies they’re using to engage the youngsters. For instance, real time surveys include which gestures and activities seem to evoke the best interaction. 71% of grandparents reported an increase in their use of video chat. This type of interaction has strong benefits for young and old alike.  Marketers may pick up some ideas on how to enhance these inter-generational experiences with their own products and services. Just as grandparents are getting creative staying close to family, so are the kids and their parents. From Boomers to Zoomers video chat has bridged the great Covid-19 divide. Click Here & Learn More From This Real-Time Survey/Study

Stephanie Says “Seasons Change…but stretching remains!!” Here’s an exercise to really ‘fall’ for 😊 ! All you need is a chair or sofa and a floor with a mat or a rug…plus these easy-does-it directions from our official M2Moms® Trainer, Stephanie Bittner. She says, “First this movement stretches you and then it strengthens you. It’s good for the lower back, glutes and ham strings.” It’s amazing how much of a work-out you get just lying in your back and using a chair as your main piece of equipment! Add this stretch-combo into your day with all of the moves Stephanie continues to give us. Take a break & try a bit of Bittner Movement!  Thank you, Stephanie! TRY THE FALL CHANGE-UP STRETCH HERE!

Media & Marketplace: Desires of Women Age 50+ NEW Research led by Colette Thayer, Ph.D., Senior Advisor & Team Leader, Consumer Insights with Angela Houghton, Senior Advisor of Multicultural Research, both of AARP Research.
Top line takeaways in an infographic format, from a new 2021 study called “Mirror/Mirror – Reflections on Beauty, Age and the Media”, show that by a large margin, women “tend to feel more comfortable in their own skin as they age” but also “they feel under served in the marketplace and want to see more products and solutions” tailored to them.
The women said there was a “disconnect between the experience of aging and its portrayal in media and advertising.” Why? Don’t brands want their business?! It’s amazing that almost 20 years after JWT did groundbreaking research and reached similar conclusions, brands still don’t seem to know this educated, active and lucrative aging female market. It’s a wasted opportunity that can be easily solved and these “Mirror/Mirror” findings will help!
Highlights connect the dots and are presented in a smart, graphically pleasing, immediately useful fashion. Plus, AARP gives any marketer interested in building better business with women 50+ a way to begin really knowing them. The study segments Black, White and Latina women…many of whom are also moms. So, win them and chances are they’ll bring their families & friends along too! Click Here & Win Women 50+.

This global marketer and mom of three just turned 50… so how did her government honor the occasion? Their gift (revealed in her article) could be considered the butt of a joke. Pun intended!  Why are mothers over 45 so often shown in the media and advertising as being in a life stage of decline? As Katrina McCarter explains, it’s simply not accurate! These women are “balancing the needs of dependent older children and aging parents”…”they feel invisible to media and brands, despite often controlling the finances of their children, their parents and themselves”.  Her new work, Moms 50+… Don’t Ignore Us! We’re Healthier, Wealthier, More Educated, Active & Influential Than Ever makes the case that brands can get more customers, make more money per customer and keep customers loyal longer, simply by getting smarter about female consumers of all ages. In 2007 with the publication of PrimeTime™ Women, Marti Barletta coined that term for women 50+. The data and the qualitative evidence are clear, these consumers are indeed in their prime. Ignore them at your own peril!  Learn more here.

What a doll!!! With 99% global brand awareness and over 100 Barbies sold ever minute in 150 countries, this doll is big business! Learn how strategic partnerships keep the love alive with generations of girls. She’s just 11.5 inches tall but it’s fair to say that Barbie is “a powerhouse of a brand that punches way above her weight”. Family marketing & partnership expert Katrina McCarter takes us through the doll’s history of working with famous fashion brands, its 2015 repositioning with the lauded “You Can Be Anything” campaign, the research they supported to understand play in girls development that led to the “Dream Gap” initiative, and so much more. The partnerships and evolution of the brand are impressive. Child’s play: How partnerships rebuilt Barbie may inspire you to rethink positioning your own brand for parents & families. Read it here!

The 2021 Moms and Media Report reflects what a difference a year made! Using data gathered earlier this year in the height of a winter COVID-19 surge, this latest installment of the annual report tells a story of what moms have been doing since the pandemic hit. It’s all about adjustment, for the whole family. Melissa DeCesare, VP of Edison Research and a founding member of The Research Moms offers topline insights that includes the kids as well. For instance, how has their social media usage changed? And how do moms feel about it?  You’ll find a link to the full report in her article! Thank You Melissa! Learn More Here.

Taking control of one’s future: Women Using Telehealth to Stay Independent
NEW Research led by Terry Keenan, Ph.D., Director Consumer Insights, Health and Health Security, AARP “Women 50+ are busy – whether raising kids, thriving in their careers, or caring for aging parents or spouses – so greater conveniences and time savers are welcome for many.” That’s hardly surprising. But this new study called “Views on Telehealth” reveals while telehealth skyrocketed in the U.S. during the COVID-19 pandemic, many women in this age group are still unfamiliar with how it works and how it can make a difference in their lives now. Plus, given women’s strong preference for staying in their own homes as they age, telemedicine is poised to become a very important tool to support them long term in that goal. The implications for families who care for aging adults, medical & professional providers and digital services are also significant. As with anything new, “knowledge drives interest” and speeds conversion. This infographic gives us a top-line snapshot of how women are taking control of their future by adopting a new tool for maintaining health and independence. As always AARP clarifies some of the early implications of telehealth for brands in the marketplace that want to deliver better results with today’s women & their families. Click Here To Learn More

Stephanie Says … “Sun, Sand, Sea and Movement. That Sounds Like Summer!”
And this stretch will relax you right into it. Do it on the floor of your office, on your bed, on your lawn, or at the beach before you take your first plunge! M2Moms® Trainer Stephanie Bittner says, “Here’s a stretch to help you relax.” Plus, it works out so much of your body while you lie on your back and gaze at the summer sky! This is a keeper for every season of the year. Once again, we thank you Steph! LEARN MORE ABOUT STEPHANIE & HER SUMMER STRETCH HERE

Nan Notes for JULY 2021 This might be a good time to ‘grab a partner’. Not to dosey doe around the dance floor but to do some new business in the marketplace!If you’ve missed the M2Moms® series on brand partnerships now’s a good time to start.  In her final installment Katrina McCarter shares 3 Key Emerging Joint Venture Trends with examples you may have even enjoyed as a consumer. Surprising, delightful, and quick… here today, gone tomorrow! But with lasting brand-building results. Also, Congratulations to 10 U.S. Summer Olympians who are Super Athletes & Super-Moms too! We wish you gold.  MORE HERE!

Nan Notes for The Start of Summer 2021 … Is this a Chicken Little, “the sky is falling” moment in motherhood? Your decide. A recent New York Times article reports that the birthrate is falling for American women in their 20’s, curiously in places where the economy is booming, why? We’re seeing the slowest population growth in that age group since the 1930’s. Plus, will women who are delaying childbirth actually forgo it entirely? Highlights in my Nan Notes. And … there’s a new media debut that I think is timely, smart, practical and a whole lot of fun. Stroller Coaster is a parenting podcast featuring host Faith Salie that’s worth listening to as a marketer and a parent with bonus storytelling content for the kiddos too. LEARN MORE HERE.

Marketing Partnerships Are the New Team Sport! Join the Winners. In this final article of her series on marketing partnerships, M2Moms® strategy expert Katrina McCarter casts her spotlight on 3 Key Emerging Joint-Venture Trends. Drawing on the recent Deloitte 2021 Marketing Trends Report, McCarter shares examples of successful “limited-edition”, “unexpected” and “purpose-based” partnerships between brands like: Dunkin’ + Backdrop Paint, Chipotle + e.l.f. Cosmetics, Gap + Walmart, and Crocs + Frontline Healthcare Workers + KFC…to name just a few! In the U.S. alone, partnerships account for about 10% of all income. Large brands AND small can benefit. So, get inspired by these collaboration trends and rethink your marketing to women, moms & families plans. Find a partner.   Start here!

Aging Gracefully: How women of different ages prioritize and address health care and concerns. Research led by Terry Keenan, Ph.D., Director Consumer Insights, Health and Health Security, AARPThis new study from AARP examines the health and wellness of women 40+, beginning during the most recent global health crisis. For instance, to help get through the COVID-19 pandemic, some women have turned to prayer and meditation (38%), while others have been eating more comfort food (36%) and taking more naps (34%). Many feel that 2020 took a serious toll on their mental and physical health. However, despite the pandemic, most women (58%) feel their health has stayed the same over the past two years. Take a look at the deep dive findings and the implications to you as a brand marketer, and, consumer! Click Here To Learn More

Stephanie Says … “Here’s my Official Stretch for the Unofficial Start of Summer!”
This month our M2Moms® Trainer is thinking about stretching Up & Out like a flower in the garden!  She Says:
“I want to remind you how important it is to stretch, to keep growing in body strength, and also to just take a few moments for yourself.”  This 2-in-1 movement includes a stretch followed by a stabilizing growing exercise. All that’s needed is a wall you can lean into…and…YOU! It’s almost summer. Take these 3 minutes for yourself. Thanks Steph! LEARN MORE ABOUT STEPHANIE & HER ALMOST SUMMER STRETCH HERE!

Nan Notes for Mid-May … Did you know that we still do not know what causes postpartum depression (PPD) nor whether there is a genetic connection?! It’s 2021! I was shocked by how little we know about this endless silent threat. Researchers at the University of North Carolina (UNC) and the PACT Consortium are taking it on with a groundbreaking study called Mom Genes Fight PPD. The goal is to analyze DNA from 100,00 moms (of any age) who have had PPD to find a genetic connection and lead us to a cure. M2Moms® is pleased to add our support by getting the word out. You can help too…by donating DNA, talking about it in your communities and amplifying the message on your social channels. Don’t hold back. This is important.  READ MORE HERE!

PARTNERS, BEWARE!
This is a warning we all should take before entering any long-term relationship. But in her third article of this series M2Moms® strategy expert Katrina McCarter writes specifically about mistakes to avoid before you say “I do” to a brand marketing partnership.  Because love at first sight can also go horribly wrong if both parties don’t do due diligence and serious planning. Katrina focuses on three critical areas potential partners commonly neglect or give a wink and a nod to because they just want to get going on the collaboration.  She highlights a few examples from brands like Starbucks, Kraft, Pepsi, Forever 21 and Target that show how once upon a time even the best & the brightest fell short of their “happily ever after” endings. Have a partnership in mind? Take 5 minutes to read this first!  Click here.

Nan Notes for May … CONGRATULATIONS Bobbie Organic Infant Formula!!
In the midst of pandemic, lock down, pregnancy, closed daycares, zoom classes and babies on their laps… Laura Modi & Sarah Hardy and their team of moms launched the first new infant formula company in the U.S. in five years AND also just won the 11th annual M2Moms® MomFirst Award. Learn more about the award and how this “mission-first” company is committed to supporting every baby feeding journey, “helping parents feel supported in feeding, building a feeding culture of confidence (not comparison) and taking one less stress off a parent’s mental load”. Learn more about their remarkable accomplishment! CLICK HERE

Stephanie Says … “You’ve Got A Lot On Your Shoulders!!!”
This month our Official M2Moms® Trainer is thinking about those WFH shoulders of yours!  Stephanie Says:
“If you’re like me sometimes you may feel like you have the weight of the world on your shoulders.”  The few stretches she shares this month will help your shoulders feel lighter and more open. You can do them sitting or standing.  (I personally liked how she helped us hug our spines with our shoulder blades through the whole process AND what a difference that hug can make. Thanks Steph! -Nan) LEARN MORE ABOUT STEPHANIE HERE!

She calls these “Six Top Benefits of Partnerships” SPECTACULAR… but are they? Oh yes … win-wins for everyone 😊!!  In her second article in this timely series on partnerships, M2Moms® brand-building expert Katrina McCarter writes about specific benefits like gaining PR you can’t buy on your own.  She describes collaborations that worked for her and winning examples from global brands like Citibank, Simon & Schuster, NBC’s TODAY, Xero, Carnival and Michaels.  Read to become inspired and reinvigorated about strategic planning.  After all, it is spring, a great time to grow a new collaborative relationship.  Expect Spectacular Benefits.  Learn more here.

HOW can Qualitative Researchers Maintain Their Crucial Role in Your Brand Marketing?  In Part 3 of her series for M2Moms® Emily Spensieri says a “just the facts” approach won’t cut it anymore. Spensieri, who has specialized for 25 years in helping brands market more effectively with today’s women, looks for opportunities to Translate Aha Moments into actionable insights. Her method of “following” conversations not “leading” them is her key to delivering a useful return on investment. Learn More Here!

Nan Notes…April: From the Latin verb aperire … “to open”! As you open yourself to the possibilities of this energizing season, begin with Katrina McCarter’s new series on the brand-building strategy of “Partnerships”. Also read about the furniture biz growing in the great outdoors, about the new female-focus playbook at Dick’s Sporting Goods, and about a potential kid’s version of Instagram. (Is this an April Fools bit ?!) Read On

Here’s a “Business Strategy That Lets You Do More By Spending Less” … of course you’re interested 😊 In her first article in this timely series, M2Moms® favorite Katrina McCarter digs into a business strategy she says is a proven success…PARTNERSHIPS. They’re critical in our personal lives & now more than ever they are a win-win in business. Learn how and why they work, how even seemingly unrelated brands have forged smart partnerships (like Mercedes-Benz USA and Mattel), and how to start scouting about for your own partnering opportunities. Learn more here.

“Stephanie Says” … Here’s Your Spring Break Stretch!!!
This month our Official M2Moms® Trainer is thinking SPRING!  Stephanie Says:
“Spring is in the air and that’s even more reason to give your body a break!’  Start with this combination of easy but smart moves that includes stretching and strengthening all from one basic position.  It involves a chair, but only a bit! (I like this especially since my ‘psoas’ muscle cramps up while sitting too long. Thanks Steph! -Nan) TAKE A SPRING BREAK STRETCH HERE!

Nan Notes Mid-March 221 WOMEN’S HISTORY MONTH
Nominations Open for the 2020-21 THIS WOMAN MEANS BUSINESS AWARD Read More

Black Women Need Wellness to Continue Winning & Making History
In celebration of Women’s History Month, Pepper Miller focuses her article this month on how wellness for Black women is evolving and becoming a prerequisite for life. For her showing up…winning in this world…and continuing to make history! Pepper’s examples of Black Girls Run and Another Mother Runner are smart solutions started by elite female runners to help Black women feel comfortable in the sport. Read more here.

Our Official M2Moms® Trainer Stephanie, Says: “Here’s a stretch that’s full of LOVE for your whole body!”  It gets you out of your chair, but only as far as the nearest empty wall, for an easy yet comprehensive combination of moves that help your body in so many ways including realigning your posture!! (I promise you’ll love it! -Nan) Try This One Right Here.

Nan Notes Mid-February 221
The month of Black History & Vaccines & Valentine’s Day … So, where is the
?
Read Here

It’s Not All Doom & Gloom – This is What Some Brands are Getting Right! Six takeaways of successful strategies at engaging moms even now! Katrina McCarter – a global expert on Moms & Mums – lays out the what’s working with some examples in her February article…and…for a deeper dive into “best in class” brands, give a listen to Katrina’s podcast on the same topic. Read her piece & link to podcast here.

Here’s how one Qualitative Research Expert is refashioning her Focus Groups!
In Part 2 of this series, Emily Spensieri describes how she’s evolving during these almost post-Covid days to meet client & participant time & health-sensitive expectations. Read it Here!

Black Females Making History & Changing the Game
Pepper Miller knows Black women; she is one. She’s also a respected Black consumer expert, author and market researcher. For Black History Month she showcases 3 game changers who are opening doors of opportunity for Black women in our twenty first century world…important observations on our transforming marketplace. Read here

The Official M2Moms® Trainer “Stephanie Says”
“Roll into 2021 with two great stretch options you can do right from your office chair!”  Can’t ask for an easier trip to the gym than that. And the stretches are easy too!! Learn More Here.

Nan Notes Mid-January 2021
After the Inauguration of President Biden & Vice President Harris
No parades, no balls, only ONE gown, the one worn by Lady Gaga! And that was glorious under blue skies against the Capitol white.  But the 2021 Inauguration was filled with so many moments I’ll long remember and clues for all of us to take forward as we do our work with women, moms & families. I share a couple of my faves from 1/20/21 here…and hope you had some too. Let us know. Meanwhile, in this issue Pepper Miller urges us to be much more honest and authentic in our imaging of today’s Black women in our ad campaigns. With great examples. Also, NPR’s Life Kit: Parenting podcasts are FABULOUS for parents and marketers both. And Edelman discovers that we trust business more than other institutions! Time for biz to step up and help in the unification our new President and VP have set as their north star.  Read On.

Pepper Miller on Black Women and the Reshaping of Cultural Norms
This respected Black consumer expert, author and market researcher urges marketers to be more honest and inclusive in their imaging of today’s Black women in campaigns, and to invest in understanding the true nuances of this powerful market segment. Read here.

“Stephanie Says” … HAPPY HOLIDAYS!
Take A Stretch Outside!
This month Stephanie Lang Bittner of Bittner Movement…our Official M2Moms® Trainer … takes her son Cooper out into their Long Island City neighborhood to stretch together! Stephanie is a professional Pilates instructor. Like many she’s working from home while trying to make the holidays special despite Covid. Exercising is one way to give a gift to yourself and those you live with – it’s fun, easy & invigorating.  More Here!

Nan Notes Mid-December 2020:
2020 is running out of time. But before you wrap my holiday gift 😊 take a look at what’s new on M2Moms®. Pepper Miller adjusts our vision in her piece, “Perceptions Versus Realities about Black Women”. Emily Spensieri begins her 3-part series on the importance of qualitative research if you want to create brands women love. And, the Alvin Ailey Virtual Gala was filled with “Revelations”! There’s more. Read On.

Katrina McCarter shares 8 BIG Opportunities in The Mom Market you should tap into right NOW! Mom’s lives are evolving and so are the motherhood generations. Important insights from a leading world expert on “the mother of all opportunities”! Read Here

EMILY SPENSIERI says Qualitative Research Can Help
Build Brands Women Actually Want to Do Business With…now and for years to come!
A 3-part series on why what she’s thinking is critical to success. START HERE

PEPPER MILLER on Perceptions Versus Realities about Black Women.
The spending power of Black Americans in 2021 will be 1.5 Trillion Dollars. Marketers must change their brand narrative to win the power of this purse. READ HERE

JIM MADDEN: MADD ABOUT BOOKS
More Than Lip Service!
Part II on a Business Book that Has Never Lost its Relevance —
In Part II of his piece on I F**KING LOVE That Company: How a New Generation of Brand Builders Is Defining the Post-Amazon World by Bayard Winthrop, publisher Jim Madden shares more insights on why one little book has had such a BIG, enduring message for brand success. READ HERE

“Stephanie Says”
Here’s A Pre-Holiday Stretch that’s a Welcome Gift
Stephanie Lang Bittner of Bittner Movement…our Official M2Moms® Trainer … knows something about working from home…being a mom…and grappling with a need for new holiday traditions in 2020. This month she gets you out of your chair for a stretch “your body will thank you for”. Quite a quick gift!  More Here!

DON’T MISS THIS CHALLENGE !!!
Test Your Savvy of Women 50+

Play this new AARP version of Jeopardy!
This is fun! Flex your smarts & skills with AARP’s new Jeopardy game!  Designed to test what you really know about women 50 and older. Discover key facts and insights to help you unlock the power of this important market segment. Watch the Leaderboard to see where you rank in this M2Moms’ AARP Jeopardy game! Challenge your whole family marketing team! PLAY HERE

MARKET INSIGHTS

New insights continually updated including case studies, video podcasts, campaigns, how-to, thought leaders, interviews… in their own words

  • Kerry Lyons: You Just Missed Black Friday. I know, I know. It’s not even Halloween yet but there’s no denying that this year is unlike any other and, the 2020 holiday shopping season was just jump-started by Amazon’s Prime Day. Alix Partners and Deloitte both predict that Prime Day’s timing will drive a surge in online holiday shopping and, for the very first time, Alix Partners added October to its holiday sales estimates; historically, only November and December have been included. What does this …and so much more unprecedented retail behavior…all mean as brands gear up for the holidays? READ MORE
  • Kerry Lyons: Covid19 just changed our grocery shopping habits…FOR GOOD . Even with the majority of retailers open for in-person shopping this summer, online sales in August were still up 40% versus last year and, Americans have spent over a BILLION dollars more online than they had by this point in 2019. The grocery category has seen some of the most remarkable growth; pre-COVID, only 3-4% of grocery spending in the US was online according to Bain & Company. Today, it’s holding steady at 10-15% with no sign of slowing down. You may have noticed that a trip to the supermarket isn’t what it used to be. COVID-19 has changed the way we shop for everything.  READ MORE
  • Amy Henry: Play & Pandemic & How Brands Can Help – Part: 2 Last month, FlashLight Insights’ Amy Henry wrote about the power of play and how it persists through pandemics…In this “part II,” we go from theory to practice, with insights from the lived experience of moms and dads, and their kids. And we share our rules for the road ahead for brands, companies and organizations who are on this ride with families. READ MORE

VIDEOS

Snippies: Count Down to Election USA …
Watch Snippies America Tour
– Your Vote, Your Voice.
Voters across the country share their hopes. Return to watch all 5 of the Stops Along the Way! Watch #1 Leadership Watch #2 Top Issues Watch #3 Perceptions of US

Life During & After Lockdown … A video snapshot from Snippies!

Take a quick video voyage around the world … folks of all ages and stages tell us about their time in COVID-19 isolation and what they hope for most as they emerge to life back in the real world. Any of this sound familiar to you? What would your clients say? Send Snippies out in the field (anywhere!) to find out. Contact Tom Dicerbo, Managing Partner Snippies, tdicerbo@snippies.com

View videos from previous conferences plus, Voice of the Market videos and more!

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RESEARCH

The very latest from the very best.

CHARITABLE GIVING Across The Lifespan
Research Led by Vicki Levy
Senior Research Advisor, Consumer Insights
AARP

Americans are redefining what it means to give back as they seek to make a difference in their communities and themselves. A recent AARP study examines how and why American adults are donating to charities and finds that older adults are more likely to give—and give more—than their younger counterparts. What are the implications for brands who partner with charitable causes and seek consumer approval? What are the implications for non-profit organizations who seek volunteers and donors? Excellent insights. LEARN MORE HERE

WOMEN & GAMING: What Brands Should Know
Research led by: Patty David,  Director Consumer Insights & Personal Fulfillment, AARP
& Brittne Kakulla, PhD, Senior Research Advisor, Consumer Insights, AARP

Women 50+ spend more time than men 50+ playing video games, and women lead men in playing most often on mobile devices. So why do these avid female gamers lag behind men in game purchases? LEARN MORE HERE

Katrina McCarter: 7 Major Mom Trends That Will Boost Your Business. Emerging trends uncovered in multi-year, on-going research that brands can harness now to increase sales and gain share. READ MORE

►NEW RESEARCH◄ #ISO Mums: Understanding the impacts of home isolation

The PODCAST Featuring Katrina McCarter No one could have predicted just how challenging 2020 was going to be. Covid19 and extended periods of home isolation in many regions of the world has dramatically altered mothers’ behaviors. These changes, many of which are long term, are proving particularly challenging for brands. In this episode your host, Katrina McCarter, shares some of the key findings of the Marketing to Mums’ #ISOMums study of more than 1350 mothers. She identifies key insights from the report and shares some surprises findings which may provide new opportunities for brands. Her #ISOMums report is significant as it provides insights into important behavioral changes which can assist brands update their strategies and messaging. Download the Complete Report Here Listen to the Podcast Here

MOTHERS & COVID19 – A Podcast Interview

With Katrina McCarter & Jola Burnett
Without question the Covid19 pandemic has presented an enormous challenge and opportunity for many businesses and brands, but how has it impacted consumer behavior and will these behaviors be long term? Katrina McCarter of Marketing to Mums interviews Jola Burnet on the latest wave of GfK Consumer Research “Pulse” studies in this timely podcast about consumers in the time of Covid19.
LISTEN HERE

WOMEN & GAMING – What Brands Should Know!

Research led by: Patty David,  Director Consumer Insights & Personal Fulfillment, AARP
& Brittne Kakulla, PhD, Senior Research Advisor, Consumer Insights, AARP

Women 50+ spend more time than men 50+ playing video games, and women lead men in playing most often on mobile devices. So why do these avid female gamers lag behind men in game purchases?
LEARN MORE HERE


NEWS

Your go-to source for the latest news on Marketing to Moms & the New Modern Family

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Work/Life

Notes From Nan • What to Read For Biz • Stretch With “Stephanie Says”

NAN NOTES LATE NOVEMBER 2020
It’s hard to believe we are on the threshold of the holiday season. With Covid19 still setting our cultural table, traditions of gathering together and basking in the presence of our true treasures, friends & family, are potential death sentences to those we love most. I like what the smart female Doc from Mass General recommends. I also like playing the wickedly clever M2Moms® Jeopardy game from AARP! READ ON.

NAN NOTES LATE OCTOBER•EARLY NOVEMBER 2020:
After 15 years on stages in Chicago, DC & NYC, some of you know me as the conference emcee. But this year your screen is our new 24/7 M2Moms® CONSTANT Conference stage. I’m still the curator of content, but no longer an emcee, so I add my voice at the end, with some remembrances, heard here n’ there tidbits, smarty pants ideas and insights & at least one invitation to relax and savor the beautiful. READ ON

“Stephanie Says” for NOVEMBER…
Exercise your Right to Vote AND Your WFH Body Too!!!

We welcome back Stephanie Lang Bittner of Bittner Movement…our Official M2Moms® Trainer!
This month she introduces a new movement to stretch your torso and to incorporate with it the stretch she taught us last month. An ‘at your desk & standing’ combination.  TRY IT HERE!

New! “Stephanie Says”:

“Sitting is the New Smoking” What does that mean to those of us working from home? Let’s be honest, we are sitting more than ever. Covid19 has probably already accomplished what years of advocacy have failed to do, making telework not just a benefit for a select few but the new norm for many, especially in some jobs and categories such as marketing. Time to bring in a star trainer!  We welcome Stephanie Lang Bittner of Bittner Movement!  Read More & See Her WFH Stretch

Nan’s Notes …

From Nan McCann, The Co-Founder of M2Moms® Bits and pieces of news, ideas, trends, clever innovations and opportunities that might be helpful, good to know, or just interesting on how others find solutions.Read More

Welcome to M2Moms® 2020!! Doesn’t look the same does it??!! After 15 year’s of “live” conferences, Covid19 has chased us off the stage and on to the digital screen.Read More

Jim Madden: Madd About Books …

Some business books never lose their relevance, this is one of them. In 2015 PMP published a little 70-page book with a BIG message and a title that might have to be bleeped in some polite company! I F**KING LOVE That Company: How a New Generation of Brand Builders Is Defining the Post-Amazon World by Bayard Winthrop can be read in less than an hour. Read More

This special book unveils another little known, but vital, suffragette. You remember Rodney Dangerfield’s go-to comedic line, “I get no respect!” Well, after the unveiling of the statue on the 100th anniversary of the ratification of the 19th amendment I’ve been thinking of Mary Joslyn Gage as the suffragette who didn’t get a statue, nor the respect she rightfully deserves!! Read More

May I Make a Suggestion: Don’t Assume You Know Black Consumers Read More


FAST FACTS

Facts Brands Need to Know About Marketing to Moms & The New Modern Family.

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AWARDS

Each year M2Moms® honors the best speakers, the attendees that turned what they learned at the conference into powerful marketing tools for their brands, and also moms who have done something bold and new that made a difference in our world.

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CONFERENCE PRESENTATIONS

View the presentations for our experts from previous conferences.

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SUPPLIER REFERRALS

Looking for the right agency, the right research, the right supplier, the right consultant, the right speaker?

Nobody knows the landscape of marketing to moms, women and families like M2Moms® … email
M2Moms Founder Nan McCann for the perfect solution!

EMAIL NAN