Last Updated May 2, 2011 7:19 PM EDT
But after you finish drying your eyes over the plight of modern moms, consider trying to sell them something. According to Girlpower Marketing, the 75 million American moms have some $2.1 trillion in annual spending power. The U.S. mom market equals Japan's entire economy. They make or influence 85 percent of all household purchase decisions. In addition, women:
- Control more than 60 percent of all personal wealth in the U.S.,
- Start their own businesses at twice the rate of men,
- Make 90 percent of healthcare decisions and 68 percent of new car purchase decisions.
- Mom-specific media. Moms aren't as readily concentrated at mega-events such as the Super Bowl. But you can use channels that are specifically targeted at this market to hit them where they live. A good example is MotherProof.com, a website that provides new-car reviews especially for women with kids.
- Use moms to reach moms. Moms tend to rely on pre-purchase research provided by peers more than other customers, so efforts at generating user reviews and referrals will pay off. This means social marketing through channels such as CafeMom.com, can be rich terrain for mom marketers.
- Put them at ease. Women are more risk-averse, according to female marketing guru Marti Barletta. That means sellers seeking to tap the mom market should try to help buyers feel safe by, for instance, offering money-back warranties and trial periods.
Mark Henricks' is a freelance journalist in Austin, Texas, whose articles on business, technology and other topics have appeared in The New York Times, The Wall Street Journal, Entrepreneur, and many other leading publications. Learn more about him at The Article Authority. Follow him on Twitter @bizmyths.
Image courtesy of Flickr user astrogrl, CC2.0