Becoming moms in the age of digital and Internet of Things, premium moms from 25 to 35 (moms) are extremely connected to media and use digital to advise their decisions.
PORTRAIT OF THE PREMIUM MOMS (25-35) IN VIETNAM
WHAT THEY HAVE, WHAT THEY LACK OF & HOW BRANDS CAN ENGAGE WITH THEM?
DIGITIAL SAVVY MILLENIALS
Performing motherhood in the age of digital era, premium moms from 25 to 35 are extremely connected to media and use digital to advise their decisions. With the internet vast availability, everything becomes easier for them with one single click. On one hand, their concerns are addressed instantly and accessibly with google answering most of their questions and numerous netizens not hesitating to share life-lessons. On the other hand, moms can keep updated with new learnings across various aspects in life with the devices in their palms, and the wider social networking they are part of
This means that they are becoming increasingly savvy, and knowledgable money spenders. They also expect brands to talk with and to treat them the same. Gone are the days where consumers are taking everthing a brand says for granted. Nowadays, honesty and transparency demonstrated from a brand, from communications of its origin, ingredients, or production process, are becoming important indicators of quality promise
SHIFTED SETS OF VALUES
Unlike previous generations, premium moms express a stronger need of control while striving for self-actualization and personal success. They probably feel most secured and comfortable when being on top of everything, especially all matters related to their nuclear family. With women empowerment becoming a norm recently, they shift their priorities from family-centric to a balance between family and self, which has a huge impact on her parenting style and housework arrangement in the family. Gradually, her happiness is not just around her children’s personal development success or housewife role fulfillment but also towards dreams of owning her own business, getting promotion, financial independence, etc. being actualized.
This represents a unique and precious opportunities for brands to make sure they integrate both ME and WE pay-offs into their offers. When Moms buy things for her family, she also would expect it to benefit herself in some way (for example, home care products that simplify usage, cut short process and thus, allow for delegation, to relieve her from the burden of doing chores all on her own). Vice versa, when she spends for herself, she would be more motivated if the product would make her feel good in front of, or about her family (for example, fashion brands that launch a baby/ kid lines that enable Moms to shop for herself & her kids at the same time, so she feels less guilty when indulging herself)
SELF-CONTROLLED BUT SOLO SOLDIER
Assertive & strong-willed as they are, premium moms still play a pioneering yet solo role on child-rearing journey and yet to receive more support from their husbands, which remains a coherent factor in Vietnamese culture. This leads to the situation in which premium moms have to face with multiple sources of pressures from husbands, parents/parents-in-law and society, which could drive her away from expected parenting practice and sometimes brings her unnecessary stress. While premium moms take initiatives in learning, adopting and applying modern parenting approaches on rearing child, they don’t feel understood and supported from surrounding people holding conservative mindset in kid raising method. Dilemmas, even conflicts happen from time to time and they are mostly ready to pursue their way in a separate household from their parents.
This reveals that while Millennial Premium Moms are strong and independent, they do need support – both mental and practical – during their motherhood journey.
AND THIS IS HOW – BRANDS CAN SUPPORT MOMS IN DEALING WITH EXISTING CONFLICTS BETWEEN IDEAL VS. REALITY, THEORY VS. ACTUAL IMPLEMENTATION
Bringing her own brought-up experience in the old days, while having updated values in a new days via digital exposures and accelerated knowledge, premium moms are still bounded by both traditional and modern values. Aspiring and strictly practicing new parenting approaches – with lots of expectations for outcome but when things go off track (influence from outsiders/new values conflicted with traditional values), there is internal conflict happening inside leading to inconsistence in parenting practice.
Discovering the tensions and motivations of premium moms during her journey of fulfilling mom’s role opens a big opportunity for the brand:
- At first, knowing the right way to engage with these consumers who are not only knowledge thirsty but also self-driven.
- Second, becoming the trustworthy and supporting companion by embracing her values and giving her more confidence in the way she’s performing her parenting.
