a cultural intellgence thinkpeice on emergent mothering formats
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Cultural intelligence
MUMS OF THE FUTURE:
THEIR ASPIRATIONS &
BELIEFS
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Cultural intelligence
MOTHERHOOD IN BETA
MOTHERS ARE CHOREGRAPHERS
MOTHERS AS MAKERS
THEMESMUMS OF THE FUTURE
OVERVIEW
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Cultural intelligence
MOTHERHOOD IN BETA
THEMESMUMS OF THE FUTURE
OVERVIEW
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Cultural intelligence1. MOTHERHOOD IN BETA
Women are studying longer, getting married later, having children later and having smaller family sizes than ever before.
They're experiencing an extended period of experimentation and identity-formation between adolescence and adulthood
BLURRED LIFESTAGESGLOBAL SHIFT
55% of college degrees are now going to women in emerging markets.FORBES, April 2010
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Cultural intelligenceMOTHERHOOD IN BETA
29.8 years old The average age women are becoming mothers in the UK
In Germany, it’s 30 years, 29.2 years in Japan and 29.9 in New Zealand.
ONS 2013NCHS, 2009OECD, 2010
1. MOTHERHOOD IN BETA
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Cultural intelligence1. MOTHERHOOD IN BETA
Finding new authorities, questioning old norms
Mix ‘n’ match disciplines and styles
Embracing failure, escaping the tyranny of perfection
A MORE EXPERIMENTAL, RELAXED, CONFIDENT STYLE OF MOTHERHOOD:
A CURATION OF DIFFERENT STYLES
MOTHERHOOD IN BETAEMERGENT PARENTING STYLES
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Cultural intelligenceBRANDS NEED TO….
• Rethink portrayal of motherhood: an embrace of imperfection, experimentation and parenting in beta
• Rethink relationships with mothers: the undisputed expert doesn’t exist anymore. Expertise is pick ‘n’ mix, crowdsourced, democratic and collaborative…. And mums are more confident, knowing and skeptical
• Rethink segmentation: we’re witnessing an explosion of mothering typologies, a blending, a blurring of approaches
The motherhood Fiat 500L advert
Fiat 500L
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Cultural intelligence
MOTHERS AS MAKERS
THEMESMUMS OF THE FUTURE
OVERVIEW
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Cultural intelligence2. MOTHERS AS MAKERS
From access to agency: technology penetration has had universal impact, representing a new era of creativity and entrepreneurialism, particularly for women particularly in emerging markets
2. DIGITAL AGENCYMOTHERS AS MAKERS
Nearly 40 per cent of the global population or 2.7 billion people are online in 2013International Telecommunication Union (ITU).
Women-owned entities represent approximately 30% of registered businesses globally World Bank, 2013
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Cultural intelligenceMOTHERS AS MAKERS2. MOTHERS AS MAKERS
Source: Holly Goodier/BBC 2012
77%of Internet users actively create content — up from
10% only seven years ago
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Cultural intelligence
Motherhood was always characterised by an explosion of consumptionNow not just consumption, but tinkering, adding and mixing
EXPLOSION OF WAYS AND PLATFORMS TO CREATE, USE, ADAPT, SHARE, MIX
THINGS UP, SELL THINGS
MOTHERS AS MAKERSEMERGENT PARENTING STYLES
Babble’s top 50 Etsy Mums list
Joanninha: toy rental brand in Brazil
2. MOTHERS AS MAKERS
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Cultural intelligenceBRANDS NEED TO….
• Don’t Just Sell: give safe spaces to enable creativity. Not about one size fits all for brands with scale – mums are skilled at creating the right product for them. Mango bikes as a set of ingredients
• Relinquish the broadcast: brands as an ecosystem of products, services and experiences. Mums are skilled at joining the dots themselves and they are the ones who want to make sense of the components of the brand on their own terms rather than having it dictated to them….
MANGO BIKES
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Cultural intelligence
MOTHERS AS CHOREOGRAPHERS
THEMESMUMS OF THE FUTURE
OVERVIEW
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Cultural intelligence
A global rise in divorce, single parents, working parents.
Our lives are time pressured & asynchronous, our culture is informalised, there are blurred lines between work and home
EROSION OF SOCIAL STRUCTURES GLOBAL SHIFT
3. MOTHERS AS CHOREOGRAPHERS
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Cultural intelligence3. MOTHERS AS CHOREOGRAPHERS
From Juggling to Choreography
Making spaces for impromptu, easy, non-stressful family time where everything just comes together
MUM AS CHOREOGRAPHEREMERGENT PARENTING STYLES
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Cultural intelligence
Does family life seem full of pick-ups and drop-offs, with everyone out and about, passing like ships in the night? It doesn't have to be that
way. At IKEA, we believe that home time is happy time, where laughter and smiles are worth their weight in gold, and don't have to
cost a fortune. All it takes is a little imagination.IKEA’s 2010 Play Report
3. MOTHERS AS CHOREOGRAPHERS
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Cultural intelligenceBRANDS NEED TO….
• Think like Wii: overcame fears of kids gaming alone in their rooms and positioned the Wii as a tool for social interaction and quality of family life
• Think like P&G: Proud Sponsor of Mums campaign. The mother’s touch is always present, making things happen, smoothing over the tensions and bringing people together, anticipating the next need, choreographing family life
• The opportunity for brands : shift the discourse from amplification of the challenge to celebration of the reward
P&G Proud Sponsor of Mums
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Cultural intelligence
LESS OF THIS
ChallengeStress
Time pressureLack of confidence /
expertise
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Cultural intelligence
MORE OF THIS
Experimental questioning
confident
CreativeEntrepreneurial
ImpromptuEasy Connected
MobileCollaborative
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Cultural intelligence
THANK YOU
@annieauerbach