Marketing to Mums - the Podcast
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EPISODE 45
Marketing to Single and Solo Mothers
In this episode Jacinta Tynan highlights the enormous opportunity for brands and business owners in catering for the growing segment of single and solo mothers. She shares her insights from interviewing more than 40 women about how they are feeling, their fears and challenges. Jacinta explains what brands and businesses are getting wrong when it comes to appealing to single and solo mums and shares key insights around what they can better.
In this episode we explore:
- ✓ The difference between single and solo mums
- ✓ The stigma associated with being a single mother
- ✓ What single mothers find most challenging
- ✓ The upsides of single motherhood
- ✓ Ways to support single mothers
- ✓ Mistakes brands and businesses make in trying to appeal to single mothers
- ✓ Tips for marketing to single mothers
- ✓ Growth of single mothers entering business
Resources discussed in the show:
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About The Guest
Jacinta Tynan is a journalist, presenter, Sunday Life columnist and mother of two young boys. She’s the author of several books, including Mother Zen and The Single Mother’s Social Club, and is a commentator on life, love and motherhood. Jacinta is the patron of The Warrior Woman Foundation and an ambassador for Raise Foundation and Monkey Baa Kids Theatre.
About The Host
Katrina McCarter is the founder and CEO of Marketing to Mums, a marketing and research consultancy based in Melbourne, Australia. She is a Marketing Strategist, Best-Selling Author, Award-Winning Speaker and Advisor who specialises in helping brands sell more effectively to the world’s powerful consumer, Mums (or ‘Moms’ if you are from the US). She holds a Bachelor of Business (Marketing) and an MBA (International Business) and has 18 years sales and marketing experience working across diverse industries including grocery, hardware and online. Katrina can assist you harness the power of Mums to drive sales and profit and gain a commercial advantage for your brand.
Australian Research
#ISOMums : Understanding the impacts of home isolation
Marketing to Mums’ #ISOMums study reveals the ups and downs of home isolation experienced by Australian mothers. The study was conducted throughout May and June 2020 and identifies emerging behaviours, drivers and sentiment formed during isolation and is of critical importance to brands, retailers and business owners.
We invite you to download a free copy of the report today.
