CHICAGO, Nov. 4, 2014 /PRNewswire/ -- Moms report their children's health and happiness are more important to them than morals and values, financial security or self-confidence, according to a new study released today by health and wellness agency AbelsonTaylor. Information about the study can be downloaded by visiting AdAge.
New AbelsonTaylor study on mothers: Kids’ health and happiness more important than morals and values
Health and happiness are more important than morals and values, financial security, self-confidence, or having friends.
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"Health, Lies and Motherhood" touches on the study of 400 mothers with young children and their relationship with brands. A video can be viewed by going to YouTube.
In trying to determine why moms place value on their children's health and wellness, AbelsonTaylor discovered that the stronger they feel about doing a good job as moms, the stronger they feel about their children's health (79%). And when asked which health and wellness brands they rely on, mothers don't give honest answers because they feel pressured and want to avoid being judged.
The pressure to be seen as good moms leads to the vulnerable moments they often experience, especially among new mothers. Interestingly, 80% say they continue to feel vulnerable even after they become experienced in their role. It is during these vulnerable moments that mothers either accept brands into their household or toss them out.
When asked what trigger vulnerable moments, they listed a myriad of events—353 of them—that occur with their children. The 353 moments of vulnerability were categorized into six distinct areas:
"I've never done this before"
"My child is hurting"
"Fear of the unknown"
"I don't have control"
"Transitions are chaos"
"It's hard to let them go"
It's important to emphasize that the number of vulnerable moments these moms identified are not finite. They may be greater (or less) depending on the events mothers experience.
For brand marketers, these moments represent opportunities to not only help moms resolve their vulnerabilities, but also build confidence in their role. In the study, 82% say a brand or product that can make their job easier and alleviate anxiety is more likely to gain their brand love.
"Health, Lies and Motherhood," is the first in a series of studies AbelsonTaylor will develop. For this study, an anthropologic approach was first conducted to get moms with young children to reveal the hidden truth—often not detected in traditional research—about health and wellness. A nationwide quantitative survey was then executed to validate the findings.
About AbelsonTaylor AbelsonTaylor is the largest independent health and wellness agency in the world, serving companies globally. Since our beginning in 1981, we have remained singularly focused on brands that help people live healthier lives. We are 100% focused on and 100% passionate about health and wellness. We have established a reputation as the most creative agency that builds motivating brand experiences across multiple channels. To learn more, visit abelsontaylor.com and follow us on Twitter and Facebook.
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