Findings from the recent Mumstock 2015 conference. How to drive an emotional connection with mum to deliver sales - and why big brands keep getting it wrong. Vista PR adds some executional ideas to bring these new strategies to life.

1. Want more mums
to buy your
products?
3new ways to
talk to mum that
will make a
connection.
Insights from the Mumsnet conference, Mumstock 2015
And why big
brands keep
getting it wrong.

2. 59% of mums believe that marketeers
think of motherhood as a series of chores.

3. Apparently, brands are
completely unaware of
what parenting is really
all about.

4. It’s about love.

5. Mumstock ‘15
A business conference hosted by the
parenting forum, Mumsnet. In
association with Saatchi and Saatchi,
Mumsnet engaged the 8 million
women across its community to reveal
compelling insights into the roles
mothers are trying play in family and
society.

6. Here Vista reveals the study
highlights and 3 ways brands
can connect on a more
emotional level.

7. The survey found that rather than
being portrayed in media as
“hygiene-obsessed drudges”, mums
want to be represented as:
Quote from Justine Roberts, CEO, Mumsnet

8. Loving

9. Fun

10. A friend

11. A role model

12. A hero

13. Happy…

14. Mumsnet identified eight key emotional
roles of modern motherhood:

15. The mums ranked the most important:

16. And identified the roles they wish they
had more time for:

17. Fan
Being on the
receiving end
and enjoying
the mark they
make.

18. Partner in crime
Being down and dirty.

19. Rule Breaker
Not always being the disciplinarian.

20. So, how can your brand strike an
emotional connection with mum
by enabling her to play these roles
more often?
Some thought starters.

21. Fan:
Create new ways for mum to capture the
moment.
1. Get mum closer
to the action by
sponsoring
children’s
activities
2. Create new ways
for her to shout
on social media

22. Provide excuses for mum to relinquish control.
1. Create challenges
that require mum’s
involvement
2. Give mum
guidance to help
her live in the
moment
Partner in Crime:

23. Inspire mum with terribly good ways to be bad.
1. Nostalgic activities
will remind mum to
see the world
through her child’s
eyes
2. Provide clever ways
to make the
housework wait
Rule Breaker:

24. Remember it’s not about your
brand behaving in these ways.
It’s about enabling mum to.

25. Contact Jane at Vista for insights, ideas
and creative ways for your brand to
engage with mums.
jpd@thevistavillage.com
01295 369 182.
@VistaMums
VistaPR
Vista_PR
www.thevistavillage.com