moms: faking it while freaking out

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Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination. Moms: Faking It While Freaked Out From the AbelsonTaylor Health, Lies and Motherhood study

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Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.

Moms:Faking It While Freaked OutFrom the AbelsonTaylor Health, Lies and Motherhood study

Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.

What EXACTLY do we

mean by Faking It?

2

MotherhoodHealth and WellnessLies

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fāk/ ing [it] – Verb

(1): To show an enhanced version of reality. Withhold flaws.

Faking it

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The reality? She’s faking it because she’s completely freaked out…

5

Confidential and property of AbelsonTaylor.Proprietary and nontransferable. Not for dissemination.

Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.

Meet the

REAL Amy

Confidential and property of AbelsonTaylor.Proprietary and nontransferable. Not for dissemination.

BLEACH

COOKIES

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It’s actually

all our fault

Why is she REALLY freaked

out and faking

it?

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Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.

Judged

By all the

world’s

watchful

eyes

The state of the union in motherhood

8

Freaked-out state of mind

Self-

inflicted

pressure

Anxiety at an

all-time high

Info overload

Excessive noise,

varying

perspectives,

amazing sea of

choice

Idealized

Held to

impossible

standards

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And what’s worse…we aren’t connecting with her

9

Despite the fact that mothers are one of the most researched groups of consumers

We aren’t

connecti

ng

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The Mom Complex, http://www.thundertech.com/media/documents/thundertech-mobile-mom-report.pdf.

Trillion Dollar Moms by Maria T. Bailey & Bonnie Worthy Ulman, http://m2moms.com/fast_facts.php.

3 out of 4Moms feel like marketers and advertisers

don’t understand what it’s really like to be them

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Why is it so hard to understand mom?

11

IT ISN’T

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Get her to unintentionally reveal herself

Exploring her natural habitat

Peeking in her cupboards

Observing her daily life

Interacting with her

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Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.

That’s when the

TRUTHreveals itselfConfidential and property of AbelsonTaylor.Proprietary and nontransferable. Not for dissemination.

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Our research is as untraditional as it gets…

It’s

Anthropologic

Quant validated

So you know we aren’t

lying

In-home

Inspections

Mom-over

Sleepover

H&W

Shop-a-long

Mock

Baby showers

Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.

Our nontraditional approach

led to the real pressure point of motherhood

15

Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.

The need to get it

just right

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Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.

Her child’s health and wellness is a reflection of her job performanceConfidential and property of AbelsonTaylor.Proprietary and nontransferable. Not for dissemination.

Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.

The stronger moms feel about doing a good job, the stronger they feel about Health and Wellness

18

My K

id’s

he

alth

an

d w

elln

ess

My performance as a mom

79%correlation

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If you could guaranteeyour child ONE thing in life, what would it be?

Happiness

35%

Health

30%

Let’s put it in

perspective

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That may seem obvious, until you see what mom is willing to forgoConfidential and property of AbelsonTaylor.

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Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.

What is mom willing to forgo?

21

Strong morals and values

22%

Financial security

6%

Self-confidence

5%

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As long as they’re healthy her kids can grow up to be insecure, broke, BUTTHEADS

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Health and Wellness Opportunity

H&W brands

The freaked-out vulnerable mom

The confident self-assured mom

You are

here

82% feel that brands can

help her do a better

job

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Health and Wellness

brands are uniquely

poised to help mom

achieve superior mom

performanceConfidential and property of AbelsonTaylor.Proprietary and nontransferable. Not for dissemination.

Confidential and property of AbelsonTaylor. Proprietary and nontransferable. Not for dissemination.

[freek-out] – Verb

(1): To lose one’s self due to extreme fear or anxiety. A heightened emotional and

vulnerable state.

Freaked out

Istock 38006696

25

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motherhood firsts = times of high vulnerability

94%

vulnerability even as their role of mom evolves over

time

8 in 10

Vulnerabilitiesare ever present

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Breast-feeding

Daycare

Why is my baby

crying?

Judgment

Getting sick

School

Siblings

Sitters

PubertyLearningto drive

Pediatrician

Vaccines

Back to work

Solid foods

The sex talk

Off to college

When my baby has a

baby

Having patience

BehaviorInjuries

Am I a role model?

Sleep

Succeedingmeans overcoming

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Intense

connection

Emotional currency

for future choices

28

Her

vulnerabilitiesYour brand’s

unique H&W solution

A special kind of brand loyalty

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You have the power to avoid brand promiscuity!

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