The Truth About Moms

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We often look at moms in emotional terms but according to McCann Truth Central's latest global research study, The Truth About Moms, they are smart economic agents who use technology in ways that push boundaries. To earn their attention, brands need to earn their respect. More than two-thirds of moms are tech-fluent, super-influencers who believe that technology makes them better mothers. They have become a major force in realigning the goals of the next generation to focus on happiness rather than riches and success. The study also identifies the new Triathamom, who is finding more freedom to define her own racecourse. Just like triathletes, moms today do not want to be defined by each of the individual races they run (work, family, self). They want to be acknowledged for the skillful ways they integrate all three. A key takeaway for marketers: focus more on celebrating mom's successes rather than dramatizing her struggles.

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Start: Wednesday, September 12, 2012 at 3:00pm

End: Wednesday, September 12, 2012 at 4:00pm



Laura Simpson
Global Director
McCann Truth Central