While all moms care that their children are happy and healthy both mentally and physically, if forced to choose, moms are most concerned with their children’s emotional well-being, according to market research agency The Family Room.
The researchers suggest that marketers capitalize on this mindset by positioning new products with a “sense of optimism, resilience, confidence, and self-esteem.”
Moreover, advocacy campaigns that encourage physical activity should also incorporate activities that build confidence and friendship.
The Family Room advises products that previously showcased a health benefit (e.g. made with real cheese), now shift that message to align with a more emotional message (e.g. the snack that smiles back).
Source: The Family Room, Laurie Klein, VP New Business Development, 27 Ann St., South Norwalk, CT 06854; 203-358-2163; info@familyroomllc.com; www.familyroomllc.com.
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