The Rise of the Real Mom

November 16, 2009 - In 2009, JWT partnered with Advertising Age on a white paper that explored what multiple generations of American women want when it comes to family, work and life in the 21st century, decades after the womens liberation movement. The white paper, which can be found in the white pages the section of the Ad Age Web site, focuses in depth on Generation X and millennial mothers and how they differ from their older counterparts. It also examines how marketers can and should improve communications that target this demographic.

This paper is based on a quantitative study conducted using SONAR, JWTs proprietary online research tool. It is also the cumulative work of interviews with more than a dozen marketers and experts, as well as qualitative research conducted with women around the country via the video-based community ExpoTV.

This video is the result of the research conducted with ExpoTV. We asked moms to share with us their grocery shopping habits and we got a real glimpse into their lives.

Category:

Education

Tags:

• JWT
• Advertising
• Age
• white paper
• American women
• family
• work
• 21st century
• Generation X
• millennial
• mothers
• Baby Boomers
• marketers
• quantitative study
• ExpoTV
• grocery shopping