So Facebook, mom sites, social media and anyone who is everyone who ever wanted to make money off the web … read a report back in the day mid-2000s … it was a marketing demographic called Mom-fluentials.
You see these women were noted demographic with incredible purchasing power and online use. Also, they had the incredible Power Of The Purse.
What I see today is all these platforms have catered to that $$$ power and demographic. This is the SAME DEMOGRAPHIC of women that were hit with #ANTIVAXXER messages — had their feels ganked, pulled into cult-like behaviors (ty scientology for reading reports too) and gaslighted so much that they bonded together as warriors to take on the world and defeat autism …
EVERY SINGLE OUTLET KNOWS ABOUT THE POWER OF THIS DEMOGRAPHIC and are complicit in $$$ banking off of it too. …
and you bet your ass, this is exactly the market Autism Speaks Southern California, Generation Rescue, The Autism Community in Action, Children’s Defense Fund, Robert F. Kennedy, Jr, JB Handley, Jenny McCarthy (hell, she’s their spokesperson hired to woo this demographic) … and so on.
The $$$ involved here in keeping Autistics silent is un-fucking-believable. Remember that. When you see people talking smack on autistics and our civil rights, go looking for the $$$.
Autistics don’t got none, hun. We are fighting for our rights from living rooms, benches, bus, train, wheelchairs, the streets … many of us are poor, and hungry. We come from all walks of life. Yet, none of us make money on this activism.
Everyone we battle and have been silenced by, make millions and billions off our autistic backs. Remember that…
- Eve Reiland
Here’s some notes I have on the demographic still … though I’ve not found the original report yet.
“Mom-fluentials,” a targeted group of women with children who use the latest technologies to share feedback about a product, brand or service have powerful influences over the purchases their families, friends and colleagues make online or offline, according to a survey released yesterday by Burson-Marsteller in partnership with polling firm Penn, Schoen & Berland Associates.
In general, these women are word-of-mouth agents, using a number of online and offline channels to communicate their opinions about products and services they like or dislike.
For the survey, a total of 1,016 online interviews were completed in May 2006 with online mothers with children 17 years and younger. Among the respondents, 502 online mothers were identified as “Mom-fluentials.”
When making purchases, 46 percent of Mom-fluentials are first concerned with quality; 19 percent were concerned with price, according to the survey.
In addition, 86 percent of Mom-fluentials read retailer e-mails at least several times a week, versus 74 percent of average online moms. They are twice as likely to forward coupons than typical mothers who go online for information. And, 68 percent of Mom-fluentials are more likely to read text messages from companies they know versus 41 percent of typical online moms.
The survey found that these mothers are significantly more likely to share their experiences with their peers through wireless or online channels than average online moms. When sharing a positive story, Mom-fluentials are four times more likely than average online moms – 32 percent vs. 8 percent – to send text messages. They are more than twice as likely to contribute to an opinion website and seven times more likely to reach out to others through networking websites such as MySpace, LinkedIn and Friendster.
Blogs and podcasts have enormous potential to reach and influence these moms about products and services, according to the survey.
Ninety-four percent of these mothers believe the information they read on blogs is credible. Nearly half – 49 percent – of these mothers have listened to a podcast, and seven in 10 are interested in creating their own podcast for personal interest topics. More significant to marketers, Mom-fluentials continue the conversation offline. Nearly 93 percent report they have in-person discussions about the products, brands and services they use with friends and family members.
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Women power: how to market to 51% of Americans
Most industries and marketers have finally figured out something: Women have wallets, and women do make independent, big-ticket purchasing decisions.
Even traditional male sectors such as automotive, financial services and technology have made efforts to attract women consumers. More than a decade ago, for example, General Motors rolled out the Saturn model specifically for women buyers, making sure at the time also to hire women sales staff to sell the cars. Merrill Lynch, Charles Schwab and Fidelity, among others, now market financial services to women, including such lures as life-stage retirement advice and investing seminars.
Is there anything wrong with this picture? Yes and no.
Such initiatives tend to be pretty small potatoes compared to the company’s mainstream marketing plans and resources. Women may represent a majority of the population, but they are also an astoundingly untapped market:
|•||By 2010, women are expected to control $1 trillion, or 60% of the country’s wealth, according to research conducted by BusinessWeek and Gallup.|
|•||Women purchase or influence the purchase of 80% of all consumer goods, including stocks, computers and automobiles.|
|•||Women earn more than half of all accounting degrees, four out of every 10 law degrees and almost that many medical degrees.|
|•||More than half of all new Web users are women, according to Jupiter Media Metrix.|
|•||The solo woman’s market — defined as never-married women ages 25 to 44 — will approach $200 billion by 2006, according to Packaged Facts, a division of MarketResearch.com.|
‘Stereotyping lives on’
Besides underestimating their financial clout, marketers often see women as just one homogenous group. “Stereotyping lives on,” says Mary Lou Quinlan, chief executive of Just Ask a Woman, a New York consulting firm. “Marketers see a 25-year-old woman as upbeat, on the way in her career, going out at night. The reality is she’s highly stressed, might not have a job, or be home with three kids. Such marketing stereotypes hold true for women ages 25 to 40,” Quinlan says.
Even companies focused on women customers, like cosmetics or baby care — seem to view women as a single target group. Yet one recent study of Gen X and boomer moms found the mothers very dissimilar when grouped by age, points out Lisa Finn, editor of Marketing to Women, a monthly trade newsletter. The most useful segmentation was by similar parenting styles — and that cut across the generations.
Overall, women are much better defined by their occupations, interests and identities than by gender. “Focus groups, forms, e-mail customer feedback and other such tools will give you a clear understanding of women’s interests, including their passions, life stages, the problems they need solved, consumer sophistication level within your industry and the role they want your brand to play in their lives,” says Andrea Learned at ReachWomen, a marketing firm in Bellingham, Wash.
Tailor your pitch, but . . .
But there’s definitely a tricky line to walk. On the one hand, you don’t want to fall into the cliché of coloring everything pink or dumbing down a message. On the other, it’s clear that women do respond when messages are created to be specific to them.
“It’s like any sales presentation,” says Vanessa Freytag of W-Insight, a Cincinnati marketing strategy firm. “You need to change your style and tailor your pitch to the audience.” Don’t revamp your brand strategy when trying to target women. Instead, research why men like your product or service, then find the women who parallel those male buyers.
After that, suggests Freytag, you should:
|•||Polish the approach. Avoid being cutesy — depending on your product, of course — and treat women as capable and professional.|
|•||Emphasize information. During decision-making, women tend to gather more information than men do.|
|•||Aim for clarity. “There’s a difference between being simple and being clear,” Freytag says.|
|•||Integrate the message. Make sure the woman-friendly message is consistent across your brand, from the sales force in the field to the managers down the hall to the Web group across the country.|
Time and again, say surveys and consultants, women buy based on the relationship they forge with the brand or the service. “If you ignore that as a company, you might as well save your marketing money,” says Linda Denny, a national director at ING US Financial Markets.
Keep talking and listening to women
So to attract women clients, Denny says, you need to communicate the issues and concerns they care about. And you need to keep talking and listening to women. Their lives shift rapidly and they adapt fast while moving through ever-changing roles and responsibilities.
“This is exactly the time to start talking to women,” suggests Robin Murray of RM Strategic Marketing, a New York firm that specializes in financial services. “Given the mood these days, women want to talk about the future for their kids, about security and their livelihood,” she says. “They want to connect.”
If you haven’t talked to any women customers lately, start listening.
adding more notes from that report … ones I wrote too about it when I find them.