Three Keywords to Understand the "Realities of Today's Moms"

Mama Lab is a work tank that engages with the true feelings of moms and their families—the core of consumption—to provide proposals that help clients with their business and solving social issues.

Using Dentsu Inc.'s large-scale database, Mama Lab extracted and compared moms' attitudes and values across various categories in 2014 and 2022 ( see survey overview here ). This series focuses on the youngest moms raising infants in 2022, defining them as "Modern Moms." We explore how their self-awareness, family values, career aspirations, food/health perspectives, shopping habits, and media consumption have evolved over the past eight years. We reveal where Modern Moms stand today and offer insights for marketing approaches tailored to them.

Part 1 examines the social/generational background shaping "Modern Moms" and the resulting self-awareness and family values among these mothers.

<Table of Contents>
▼Today's Moms Are Resilient and Strong

▼ "Being Feminine" < "Being Myself"

▼The Era of "I Enjoy Myself Too" Over Self-Sacrificial Parenting

▼ "Family = Team"

▼Decisions Are Made Based on "Our Family's Standards"

▼Three Keywords for Approaching "Today's Moms"

New Moms Are Flexible and Strong

First, to understand "modern moms," we focus on those in their early 30s—the largest demographic among infant caregivers—and identify three key characteristics shaped by their social and educational background.

1. Born around the time of the bubble economy's collapse, they grew up in a recessionary world from the moment they became aware of their surroundings.
2. They experienced "Yutori Education," where "being true to oneself" was a recurring theme from childhood (the hit song "The Only Flower in the World" was popular precisely during their junior high and high school years!).
3. YouTube and the iPhone emerged during their student years, placing them at the center of a culture of digital connection and sharing.

Against this backdrop, the "modern mom" generation tends to be highly risk-aware and rational, while also valuing authenticity in parenting. They are also the generation that experienced childbirth during the COVID-19 pandemic, showing a resilient strength that avoids being overly constrained by various "shoulds" in parenting.

Now, let's examine these "modern moms" with concrete data.

"Femininity" < "Authentic Self"

Looking at the moms' perspectives, the view that they "flexibly embrace societal changes" has increased by 10.6 percentage points compared to moms of infants in 2014. Furthermore, the view that they "actively incorporate diverse values and enjoy life in their own way" has risen by 6.7 percentage points. In this rapidly changing era, possessing flexibility and individuality seems to align well with the mindset of "modern moms."

Regarding these moms' "ideal self-image," compared to 2014, "femininity" decreased by 7.0 points and "kindness" by 4.7 points. Conversely, "reliability" increased by 15.5 points, "competence" by 10 points, and "interesting" by 8.2 points. While women's increased participation in the workforce is a well-known fact, moms' self-image also shows higher scores for items emphasizing social competence.

Furthermore, while "I value traditional customs and common sense" decreased by 5.2 points, "I respect my own will" increased by 8.0 points. This suggests a shift towards prioritizing "personal judgment" over established traditions and customs.

Looking at "mom celebrities," those like Anne, Risa Nakamura, and Sumire stand out—talents who maintain a firm "personal compass" while also adapting flexibly to change.

The era of "I enjoy myself too" over self-sacrificing parenting

What stands out most in the mindset of these "modern moms" who value their individuality is their outlook on life.

The score for "I don't want to sacrifice my own enjoyment just because I have children" rose by a whopping 21.9 points (!) compared to 2014. Conversely, "When children are young, one should focus on childcare even if it means putting up with some things" dropped by 17.8 points.

While the specific "pleasures moms don't want to give up despite having children" vary, the top choices were "supporting favorite idols," followed by "snacks/sweets" and "reading (including manga)." It's still fresh in our memory how a commercial depicting a daughter supporting her mom's idol fandom became a hot topic in corporate advertising.

Looking back, moms have long been bound by many unfounded constraints of "what a mom should be." Things like "childbirth must be natural, you have to endure the pain," "babies must be breastfed," "baby food and side dishes must be homemade," and "moms raising children shouldn't go out at night." "Modern moms" are calling a halt to these shackles. They're trying to discern what's truly necessary and important for their own happiness and that of their families.

"Family = Team"

So, what is the family perspective of these "modern moms"?

First, looking at "Relationships They Value," while "Parents" decreased by 8.9 points, "Spouse" increased by 3.4 points. Also, "Prefers spending time with family over friends" rose by 8.1 points, showing a trend toward stronger family bonds than before. To get through busy days, families might be "becoming a team."

Decisions Made by "Our Family Standards"

Regarding household decisions, "husband makes decisions primarily" decreased by 4.2 points, while "husband and wife decide together through discussion" increased by 3.5 points, showing couples making decisions collaboratively.

Communication tools for couples are also diversifying, with tools traditionally used in business settings (like Slack or Outlook) now being adopted for spousal communication. To effectively reach "modern moms," UI/UX design that's easy to use and share—not just for moms, but for dads, , and all the kids—might be key.

Three Keywords for Reaching "Modern Moms"

The self-awareness and values of "modern moms" can be summarized under three keywords: "being true to oneself," "having one's own standards/family norms," and "seeing spouses and children as a team."

Looking again at ads and products that successfully captured moms' hearts, many incorporated these three elements. For example, they affirmed moms' sense of self or featured designs that were easy to use not just for moms, but also for dads and children.

Next time, we'll discuss the career mindset of "Modern Moms."

[Survey Overview]
Data Source: Dentsu Inc. d-campX Surveys (2014/2022)
Survey Area: Greater Tokyo Area
Sample Size: Mothers with infants n=310 (2014) / n=273 (2022)
　　　　　*n numbers may vary slightly due to data collection being split into multiple sessions
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