Five Golden Rules for Approaching Working Moms

Rule #1: Target storefronts and bedtime!

Working moms are perpetually short on time, so they save time even when considering purchases. "I often buy things on impulse after seeing them in-store" is true for 60% of them, making it an impulse buy. Also, their free time is exactly opposite: stay-at-home moms have it from 9-11 AM after sending the kids off, while working moms have it from 9-11 PM after the kids go to bed. They turn on the TV, grab something sweet, and check online shopping and social media. While the actions are the same, unlike the relaxed break in the morning, working moms before bed only want to know trends relevant to them. Edit information to directly connect reasons to use the product to various topics of interest to working moms—like childcare and housework tips, social changes, or things they want to do for their kids—and aim for that "click to buy."

Rule 2: Think of working moms as household decision-makers.

Working moms aren't just an extension of stay-at-home moms; it's better to see them as the household decision-makers. Moms gather information and can make purchase decisions on their own, without needing to persuade Dad. Finance, insurance, and investment funds are also areas of interest, and when it comes to cars, they even consider factors like ease of entry and exit for elderly family members. Furthermore, they often lack time for regular exercise and are aware of their health issues, comparable to the average middle-aged man. They frequent convenience stores and consume energy drinks or health-promoting beverages. This isn't because working women have become exhausted and "uncle-like." Precisely because they are highly responsible mothers, they cannot afford to collapse. They spare no investment in health, financial products, or cars – anything necessary for their family's happiness. This is the defining characteristic of working moms becoming household heads.

Rule 3: Invest in "making children feel comfortable" over time-saving.

Working moms spend money on the unseen. Air purifiers, dehumidifiers, robot vacuums, cyclone vacuums, mattress cleaners, pressure washers... Some moms own them all, buying appliances one after another. The motivation for loosening the purse strings isn't their own time-saving, but their child's "comfort." Guilt over not being able to ventilate or clean diligently, or late-night online shopping binges also drive purchases. Yet, surprisingly, they read homemaking magazines and show keen interest in optimizing daily life. Incidentally, working moms use social media more than stay-at-home moms, making product discussions common there. Appliances bought by working moms become hits. Target working moms as your initial audience for new products.

Rule 4: Target both the meticulous and the hands-off approach to housework.

Working moms are increasingly paired with husbands who actively participate in household chores. Hands-on dads are now the norm. Over half of working moms report that "their husband handles certain chores primarily" or "their husband is better at certain chores than they are." Husbands are no longer just helpers; they are often more reliable assets than their wives. Even stay-at-home moms say, "I prefer moms who share tasks with their husbands over those who do everything perfectly alone." Sharing creates space for both partners to choose between "doing what they love and are particular about" or "letting go and relaxing" without strain. More people fall into both extremes: those who enjoy cleaning and those who hire services, those who love cooking and those who buy prepared meals. This means both perfectionists and delegators are more likely to spend money on household help than before.

Rule 5: Use Smartphones and Events for "Child Entertainment"

Working moms spend 1.5 times more on education than stay-at-home moms on average. However, they have fewer opportunities for close information exchange with mom friends like stay-at-home moms, leaving them slightly uncertain if their parenting is adequate. Consequently, they are proactive about obtaining childcare information from websites, SNS, and even workplaces or clients. They emphasize being a mom in self-introductions and subscribe to newsletters not just for business but also for parenting. Smartphone ownership is high, allowing them to check information during work breaks. They are also proactive about "entertaining their children." Working weekdays means they frequently go out for family activities on weekends. Providing parenting information via smartphone and organizing weekend events tied to seasonal activities or education are effective ways to connect with working moms.

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A manga series featuring Nekokaburi, a working mom of three and department head, as she struggles to develop new products. Utilizing research findings from Mama Lab, it's a popular monthly serial in "Orange Page," "saita," "CHANTO," "Tend," and "Anfan."

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Founded in 2008 with the philosophy: "When moms smile, Japan smiles. We want to increase organic connections between moms and their families, and between moms and society." As a work tank that sincerely engages with the true feelings of moms and children, we propose solutions based on real insights. We provide consulting and planning for marketing strategy development across various industries and business models.

【NEWS】

Mama Lab Goes Global

Tapping into China's Next-Generation Family Market

This summer, Mama Lab launches in China. It will predict environmental changes concerning mothers, children, and families in China and support corporate marketing activities.
A survey conducted this spring across six Chinese regions ahead of the launch revealed that mothers of infants and toddlers in China are "director-like figures aiming for perfect parenting and orchestrating childcare." Grandparents serve as the primary workforce in childcare, while mothers focus on gathering information and selecting products for their precious children. Moving forward, we will provide customized services for companies and aim to play a leading role in developing China's next-generation family market.
Marketing activities targeting mothers to create value are also thriving in other Asian countries. With further expansion in Asia in sight, Mama Lab is scheduled to launch in India and other markets.

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