More moms are comfortable about taking time off work for family vacation this year, but they're still watching their purse strings, according to a national survey. Almost two-thirds (64%) of the employed moms are optimistic about taking all of their paid vacation days, up from only 57% in 2010. Just as last year, however, most plan to pay for vacations out of current resources instead of using credit. Almost half of the moms in all three generations plan to purchase vacation with monthly savings (44% of baby boomers and Gen X, 46% of Gen Y), followed by tax refunds (28% for Gen Y and X and 11% for boomers). Summer remains the preferred travel season (61% for this year, 57% last year), but spring is growing (32% this year versus 24% in 2010).
The hand that rocks the cradle not only rules the world, it also controls 85% of household purchasing power. Now, recent advances in neuroscience suggest that marketers who are unaware of the dramatic changes that motherhood causes in the female brain risk seriously missing the mark in reaching this enormous and powerful consumer segment. Author Dr. A. K. Pradeep, CEO of NeuroFocus, the world's largest neuromarketing company, explains in detail how the female brain undergoes fundamental structural and behavioral changes that can significantly affect how mothers perceive and respond to commercial messages, package designs, retail environments, and many other components of modern marketing.
Mothers continue to be a key consumer base spending $2 trillion each year, yet companies can attract their purchasing dollars by offering more than just the lowest price. To connect with moms, marketers should incorporate four key drivers that tap into moms' viewpoints and behaviors: Products should demonstrate mom's values to her children and show how to make smart consumer choices; encourage bonding by promoting products that enable moms to spend time with their children; products should broadcast or develop ways to save mom time or money; and companies should either incorporate messages or images that convey "thanks" or opportunities for her to receive thanks from her family.