The evolution of mothering in the modern age

Filipino mothers at par with global moms’ modernism, says McCann study

Welcome to The Age of the ‘ Mom Economy,’ where smart moms are conquering the world of technology. Over two-thirds of moms are tech-fluent, super-influencers who are expertly trading in the currencies of advice and ideas. Today’s moms are also a major force in realigning the goals of the next generation to focus on happiness rather than riches and success. These and more new remarkable mommy truths are uncovered by Truth About Moms — a rigorous new global research study by McCann Truth Central.

“Although we often look at moms in emotional terms,” said Daryl Lee, Chief Strategy Officer, McCann Worldwide, “indeed they are smart economic agents who use technology in ways that push boundaries. In countries like China, for instance, where reliable referrals are limited, mom bloggers are banding together to find the truth. To earn their attention, brands need to earn their respect.”

Gino Borromeo, McCann Worldgroup Philippines head of Planning agrees, “Truth About Moms captures the evolution of mothering in the modern age. As their role has increasingly become more complex and more demanding, modern moms are finding ways to stay ahead of the change. They are fully embracing technology and the power of mommy networks. It is a global phenomenon that is just as present in the lives of Filipino moms.”

The Truth About Moms study is based on a mix of online quantitative survey and focus groups of 6800 online moms and over 40 focus groups in 14 countries.

The mom economy

“The dynamics of motherhood have been changing everywhere in recent decades. Dave McCaughan, Truth Central director, Asia Pacific commented. “Moms are marrying later, having fewer or only one child, have less access to sisters and friends with lots of child raising experience, but a great deal more access to information through media. They are more likely to want to give up their engagement ring or their child’s favorite toy than their phone or PC because those are the mediums that allow them to access and share the information they need to be better moms. That is why we talk of the ‘mom economy’, the world in which information is currency and moms everywhere are constantly acquiring and trading to gain credit as a good mom.”

The power of sharing

All moms want to feel like they are contributing to this mom economy in some way. Eighty-eight percent of moms say that when they hear an interesting idea or piece of advice about being parent, they want to share it. Thirty-seven percent of moms actually say they want to share it with as many parents as possible.

In the mom economy, moms trade their expertise with fellow mothers, with each bringing a different specialty to the table. In any given friendship group, we find the mom that everyone goes to for recipes, the mom that everyone goes to when their child has a cough, and the mom that is really good with kids party ideas…this exchange is the lifeblood of the mom economy.

Most Filipino moms look to other moms with older children as more experienced, “When I was looking for a school for my child, I consulted with friends with kids a bit older than my child. I wanted to find out what their experiences are with non-traditional schools,” says one. OFW moms in particular, power the Filipino mom economy. They exchange tips and advice on family-raising via long distance. Moms from different countries go online to help each other, exchange messages on Facebook group pages and message boards on OFW community websites.

Technology fuels the mom economy

Moms have always formed networks, but today this behavior has been turbo-charged by technology. Smart moms are relentlessly focused on utility and efficiency, and the smart phone has become a vital mom tool. At least 84 percent of moms agree that technology simplifies their lives, and 49 percent of married mothers would rather save their phones or computers over their engagement rings!

The mobile phone is an indispensable tool for Filipino mothers. “During a PTA (parents-teachers association) meeting, I just take a photo of all the notes on the board with my phone. I don’t have to write them all,” one mom said. Social networks have become the go-to resource for news and information on parenting. One Filipino mom says checking Facebook is part of her nightly routine, “Pag tulog na ang mga bata, turn ko naman magInternet. Facebook at nagbabasa, nagcha-chat. Dun ko natutunan ang mga tamang gawain para sa kids, pati mga ok na products. (When the kids are asleep, that’s my time to use the Internet. I go to Facebook and chat — that’s where I find useful tips and products that can benefit my kids).”

Brand building in the mom economy

In order to thrive in the mom economy, women are beginning to develop their own ‘mom brands’. Women are starting to think much more actively about how they manage their identities. Some moms have created distinct pages on Facebook for their family and friends with children (assuming that some of their friends will not want to see multiple updates and pictures of their children). Moms who own a very family-centric Facebook identity go as far as replacing their own pictures with a picture of their children.

The rise of the mom blogger

Of course, the ultimate brand builder in the mom economy is the mom blogger. Her blog is a treasure trove of information for eager moms. Surprisingly, a whopping 39 percent of moms say they write some kind of blog (many of these will be for friends and family only).

Mom bloggers in Asia tend to write about specific mother/ baby issues like breastfeeding, teething, introducing baby to solid foods – as well as product reviews for both baby and mom. Their readers will generally take advice from the sites, but they usually only visit for a specific reason. There are also blogs that tend to be more diary-like, written from either the child’s or mother’s perspective, recording incidents that strike them as cute or funny, and their opinions on events happening in the world around them.

In the Philippines, mom blogs are the digital destinations for parenting/pregnancy tips, recipes, family health and wellness, travel tips and mommy and family events like bazaars, mom and baby brands boutique sales. Most local mom bloggers write about their own experiences, misadventures and a-ha moments. Filipino mom bloggers are also actively doing product reviews, and have proven to be instrumental for several emerging brands’ success. Some of the moms behind the popular blogs also serve as community managers for parenting forums. A mommy bloggers Award is also put up to recognize the influence of mom blogs.

Happy together

“The global economic battering and corporate scandals of the past few years seem to have contributed to a shift in the goals moms have for their children. Whereas mothers have long been hyper-focused on the material success of their children, today moms appear to be unified by one simple value: They want to raise happy kids,” noted Laura Simpson, Global director of McCann Truth Central.

After “always there when they need [her]”, the second most important quality of a good mother according to moms globally is “teachin[ing] her children a strong sense of right and wrong.”

One Filipino mom says, “I want my child to grow up becoming a good citizen. I think that’s how I’ll be judged as a mother”. This is a modern vision of happiness – that which does not come at the expense of others and the world around us.

Mom is providing her children with the compass for success but not the map. She’s helping them to develop a moderated and simpler version of happiness, one that is suitable for an era where the consequences of actions have become so visible.

Treating with technology

Technology has a key role in helping moms to spend enriched time with their children. Globally, 89 percent of online moms said they share technology experiences with their children in some way. The most popular shared technology experiences tend to be educational in nature. Moms frequently spend time on a computer with their kids helping them with homework or looking up information related to their kids’ interests. They’re also learning the best ways to use technology from one another. Nearly a quarter of moms said their children taught them how to do things using technology.

For today’s wired children, technology is a source of happiness. Moms are given a great opportunity to strategically use technology as a reward. Nowadays, moms are more than twice as likely to treat their children with technology than with chocolate.

The mom’s triathlon

So, moms desire a happy and honest life for their children. Naturally, she would like to have the same for herself. Moms have always had to wear many hats: Family caretaker, successful working professional, self-sufficient individual. Managing these multiple roles has traditionally been treated as a balancing act and a source of tension. Mom was expected to keep the spheres of her life (work, family, self) separate.

However, a change is taking place. Instead of keeping the disparate parts of her life separated, the smart mom today brings these roles together. This convergence is a lot like a triathlon for moms. They have moved from being in a constant balancing act to integrating their various roles.

Consequently, this integration is making mom a better performer at all of her roles. The woman who started using Skype to keep the kids in touch with Grandma realizes that she can also use Skype to minimize work travel. Successfully handling a two and four-year old at the same time makes for a patient and persuasive negotiator when it’s time to deal with a difficult supplier at work.

What these truths mean for brands

The world of modern moms is changing, thanks to the adoption of technology and the power of mommy networks. Amidst this context, a key question for marketers and brand owners today is “How can we give our brand currency in the mom economy?”

According to Borromeo, “Brands can consider three strategic routes to find success with moms today. One, be enriching. Modern moms are constantly looking for ways to enrich their lives and the lives of their children. They are open to new points of view that can help them be better mothers or parents. Brands have the opportunity to be a source of stimulation, new knowledge, and new ideas. Apart from using these to apply to their own lives, these are also currency that they can share within their own Mommy networks.

Second, be a positive influence. With modern moms placing greater emphasis on “softer” measures of successful parenting — such as instilling good values — brands need to think about the kind of influence that they impart on families. The brands that are seen by modern moms to be a strong positive influence on their families are the ones that will be more eagerly embraced today.

Lastly, be useful. Modern moms are more empowered than ever before, but they are also honest enough to admit that they could always use some help. Brands that can provide moms with valuable utility will have a distinct advantage in the mom economy. This is especially relevant in a time where the triathmom phenomenon is becoming more commonplace. Amidst the many challenges and ambitions of the triathmom, how can we help her succeed? How can we help her celebrate her successes, instead of dramatizing her struggles?”