Millennial Moms want their children to experience low tech, simple play
Among the key findings from the study:
Ø Motherhood is a Team Sport
o They are networkers and collaborators. They grew up working in teams and learning from one another as much as they did from authority figures.
Ø Choose Your Own Adventure
o Millennial Moms are less likely to accept tradition and replicate what others have done before them. They will go to a number of sources such as their own mothers, or friends (both online and offline), websites, and blogs for input and then make their own decisions.
Ø Go with the Flow Motherhood
o Millennial Moms see motherhood as a process of discovery for themselves and their children. They are less likely to try to live up to an ideal of motherhood or being a perfect mom and they are less likely to over-program or “helicopter” over their children.
Ø The Mompreneur
o Their drive for integration and self-expression has this generation of moms enjoying entrepreneurial pursuits and their home businesses are often influenced by their role as a mother. Whether it’s blogging or hosting a website about parenthood to selling birthday cakes, they blend their entrepreneurial spirit with their role as a mother.
Ø Dad as Partner; Kids as Collaborators
o Dad is more involved than ever before: he wants to be there and she wants him there. His skills are a complementary force to mom’s skills and abilities. He is not happy to be seen as helpless or as an extra kid that mom has to deal with. Children also contribute to the team dynamic, as mom looks to all members of the family to support its growth and development.
The study’s multi-phase approach included an extensive literature review and in-depth interviews with Millennial Moms, as well as Gen X and Boomer moms for comparative purposes. A visual anthropologist, who is also a Millennial, participated in the research activities and helped to analyze rituals, behaviours and cultural norms of the groups.
About Curiosity Inc.
Curiosity Inc. (www.curiosityinc.com) is a research, innovation and education company that helps individuals and organizations discover and articulate insights and opportunities that lead to brand, product, and service and experience innovation.
About BBDO Canada
BBDO (www.bbdo.ca) manages the communication needs of many of Canada’s largest and best-known brands and has consistently earned a creative reputation that places us among the top creative agencies in Canada. BBDO Canada is a subsidiary of BBDO Worldwide, which is part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), a leading global advertising, marketing and corporate communications company. BBDO has topped the Big Won Report as the most awarded agency network in the world for the last four consecutive years and named the world’s most awarded network in the Gunn Report for five years in a row.
Among the key findings from the study:
Ø Motherhood is a Team Sport
o They are networkers and collaborators. They grew up working in teams and learning from one another as much as they did from authority figures.
Ø Choose Your Own Adventure
o Millennial Moms are less likely to accept tradition and replicate what others have done before them. They will go to a number of sources such as their own mothers, or friends (both online and offline), websites, and blogs for input and then make their own decisions.
Ø Go with the Flow Motherhood
o Millennial Moms see motherhood as a process of discovery for themselves and their children. They are less likely to try to live up to an ideal of motherhood or being a perfect mom and they are less likely to over-program or “helicopter” over their children.
Ø The Mompreneur
o Their drive for integration and self-expression has this generation of moms enjoying entrepreneurial pursuits and their home businesses are often influenced by their role as a mother. Whether it’s blogging or hosting a website about parenthood to selling birthday cakes, they blend their entrepreneurial spirit with their role as a mother.
Ø Dad as Partner; Kids as Collaborators
o Dad is more involved than ever before: he wants to be there and she wants him there. His skills are a complementary force to mom’s skills and abilities. He is not happy to be seen as helpless or as an extra kid that mom has to deal with. Children also contribute to the team dynamic, as mom looks to all members of the family to support its growth and development.
The study’s multi-phase approach included an extensive literature review and in-depth interviews with Millennial Moms, as well as Gen X and Boomer moms for comparative purposes. A visual anthropologist, who is also a Millennial, participated in the research activities and helped to analyze rituals, behaviours and cultural norms of the groups.
About Curiosity Inc.
Curiosity Inc. (www.curiosityinc.com) is a research, innovation and education company that helps individuals and organizations discover and articulate insights and opportunities that lead to brand, product, and service and experience innovation.
About BBDO Canada
BBDO (www.bbdo.ca) manages the communication needs of many of Canada’s largest and best-known brands and has consistently earned a creative reputation that places us among the top creative agencies in Canada. BBDO Canada is a subsidiary of BBDO Worldwide, which is part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), a leading global advertising, marketing and corporate communications company. BBDO has topped the Big Won Report as the most awarded agency network in the world for the last four consecutive years and named the world’s most awarded network in the Gunn Report for five years in a row.
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