Australians are estimated to have spent around $2 billion showing their love for their mums for Mother’s Day. Open any catalogue, walk into any store or flick through your phone over the past couple of weeks and you were likely to see gift ideas that led you to believe mums wanted fluffy slippers, dressing gowns, candles and cleaning appliances. This couldn’t have been more further from the truth.
Our recent Marketing to Mums research which surveyed more than 1800 Australian mums reports that 63% of Australian mums believe that marketers don’t understand them. There is a growing dissatisfaction from mothers around the country who are sick of the lame, irrelevant marketing efforts being directed towards them. With mums in Australia responsible for $132 billion in spending every year, marketers who ignore this do so at their peril.
For Mother’s Day, what mums really wanted is for marketers to take the time to really understand them.