While the majority of moms agree that being a mother brings with it considerable challenges, it's important to celebrate the successes and leadership of modern moms. Our research uncovered a global group of smart moms who are taking control of technology, arming themselves with information and becoming more comfortable with integrating the separate spheres of work, family and self.
The study is based on an online quantitative survey of 6,800 moms conducted in the UK, US, Italy, Japan, Brazil, China, India and Mexico. It contains insights from over 40 focus groups conducted in all the above markets plus Indonesia, Malaysia, Peru, Singapore, Taiwan and Thailand.
We've moved into a world of community parenting where moms are part of many different communities (offline and online). If we combine these multiple communities with doctors, parenting manuals, TV shows and other sources we have something akin to a Momapedia. But this deluge of information comes with challenges. 58% agree that when it comes to making good parenting decisions, there is too much conflicting information out there. This sentiment is highest in the developing markets: China (70%), Brazil (69%) and India (66%). Moms are dealing with this by learning to blend sources such as traditional advice from their mother accompanied by a Google check to reach the best solution. Smart moms realise that rather than constantly looking outside, sometimes it's best to look inwards and rely on your own instinct (mom compass).
The ultimate brand builder in the 'mom economy' is the mom blogger whose blog is a treasure trove of information for eager moms. A whopping 39% of online moms say they write some kind of blog.
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