Marketing to Mums - the Podcast
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EPISODE 34
Mothers & Covid19
Without question the Covid19 pandemic has presented an enormous challenge and opportunity for many businesses and brands, but how has it impacted consumer behaviour and will these behaviours be long term? Joining me today on the podcast I speak with Jola Burnett, VP of GfK Consumer Life, to discuss new research they have released to help brands better understand how mothers are feeling and how their behaviours have changed in comparison to other consumer segments. My interview with Jola aims at helping brands and business owners understand messaging preferences of mothers to guide your strategy as the world starts to re-open.
In this episode we explore:
- ✓ GfK research findings about mothers
- ✓ Identify how mothers’ behaviours changed
- ✓ Identify differences in behaviours between mothers and other consumers
- ✓ Stress levels of mothers
- ✓ Changes in use of social media
- ✓ Rise in support for causes including racial injustice
- ✓ Expected longer term trends
- ✓ What mothers want to hear from brands now and in the future
- ✓ Messaging mistakes to avoid
Resources discussed in the show:
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About The Guest
Jola Burnett is a VP at GfK Consumer Life. Jola is obsessed with the future and tech and has expansive experience in helping brands across industries to prepare for consumers of tomorrow (including future moms). Jola delivers hard-hitting insights helping organizations set strategic innovation and marketing priorities and identify non-traditional growth opportunities. Jola is an expert on moms, a frequent speaker at many industry conferences, an author of many articles and a thought leader on social media.
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 isolationMarketing 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.
