Marketing to Moms—All You Need to Know

Moms control 85% of household purchases in the US and have an average spending power of $2.4 trillion, making them one of the most influential—and busiest—consumer groups out there. From picking the perfect snack to juggling back-to-school shopping, they are constantly making impactful purchase decisions. They’re looking for brands that solve their problems and truly "get" their daily hustle.

In this guide, we’ve compiled our nearly two decades of experience to outline everything you need to know about marketing to moms—how to cut through the competition and win over this multitasking powerhouse.
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Contributors

article contributor
Haley
Riemenschneider
Head of Advertising
97th Floor
article contributor
Rachel Bascom
Head of Content
97th Floor
article contributor
Rachel Tonkovich
Design Lead
97th Floor
article contributor
Mike Witham
Head of SEO
97th Floor
article contributor
Kate Stagg
Marketing Intern
97th Floor

Marketing to Moms

Understanding the Modern Mom

Moms are a force to be reckoned with. They’re the chief decision-makers of their households, but their buying habits have evolved dramatically in recent years.

Time Constraints

Time has always been a luxury for moms. Between work, parenting duties, and personal time (or what little there is of it), moms are multitasking masters. With such busy schedules, moms look for solutions that save them time and stress.

Balancing Work and Home

The balancing act between work and home is a daily challenge for moms, especially in an era where both parents often work. Nearly 70% of mothers with children under 18 are in the workforce, and according to Pew Research, four in ten of these working mothers say they “always feel rushed”. Brands that offer time-saving, stress-reducing solutions have the best chance of capturing working moms’ attention.

Mixing Family Fun and Self-Love

Moms are all about finding creative ways to combine family time and me-time. They don’t want to sacrifice one for the other and are always on the lookout for solutions that incorporate both. Brands that understand this need can offer products and services that blend these worlds. For example, fitness brands offering virtual classes that moms can do at home—while their kids nap or play nearby—are rising in popularity.

Sometimes it can be hard to pull all this info together into one target. If you’re looking for ideas, here’s an example of a real-life persona 97th Floor created targeting young moms.
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Pain Points

Here are 7 of the most common pain points moms experience:
1.
Time Management: Moms are always juggling multiple roles, which leaves them with very little time for themselves. Products or services that save time or streamline tasks are highly appealing.
2.
Emotional Overload and Mental Health: The pressure to balance everything—work, home, and parenting—can lead to emotional exhaustion and burnout. Many moms experience feelings of guilt or inadequacy, especially when they struggle to meet all their responsibilities.
3.
Product Safety Concerns: Safety is a top priority for moms, especially those with young children. They are especially cautious about the products they buy, focusing on things like food quality, toy safety, and non-toxic household items.
4.
Financial Pressure: Managing family finances is a significant stressor for moms, particularly for those who are the primary earners. They are often looking for ways to stretch their budget, find deals, and manage household expenses.
preloved case study graphic

Thrift Triumph: Persona-Driven Content Leads to Preloved's Best Grand Opening to Date

Check out this case study to see how 97th Floor targeted thrifty moms with strategic content to give Preloved its best grand opening on the record.
5.
Health and Wellness Concerns: Moms are typically responsible for their family’s health and wellness decisions. This includes everything from proper nutrition and medical care for their children to finding time for their own health and self-care, which is often deprioritized.
6.
Lack of Personal Time: Many moms need help finding personal time amidst their busy schedules, balancing work, home duties, and parenting. Finding moments for self-care, hobbies, or relaxation can be a significant challenge.
7.
Pressure to Meet Societal Expectations: Moms often feel societal pressure to be perfect, which is amplified by social media and cultural ideals of motherhood. These unrealistic expectations can create feelings of inadequacy and stress.
Brands that know these pain points and position their products or services around them will capture moms' attention, build trust, and foster lasting loyalty.

Moms Across the Generations

Not all moms are the same. Each generation of moms brings its own unique set of values, priorities, and buying behaviors.

Gen X Moms

Gen X moms are a traditional group, known for their loyalty to brands and preference for practicality. Many Gen X moms are the breadwinners in their households and have limited free time. This generation prefers tried-and-true products, values quality over trends, and appreciates transparency from the brands they trust. They are also more likely to favor in-store shopping but turn to online options for convenience, especially post-pandemic​.

Millennial Moms

These moms handle parenting with a smartphone in one hand and a baby in the other. This generation is tech-savvy and mobile-oriented, with 97% of Millennial moms finding social media “somewhat” to “extremely” helpful to their parenting. They value convenience, sustainability, and authenticity in the brands they choose. Millennials are also more likely to buy online, with many preferring subscription services and delivery services rather than in-person shopping.

Gen Z Moms

Gen Z have grown up with technology at their fingertips and are used to highly personalized, on-demand experiences. Social media often plays a major role in shaping their decisions. This group is also heavily influenced by online reviews and recommendations from peers​. Gen Z moms are also known to prioritize mental health and wellness in their consumer behaviors. These moms are deal hunters, 71% prefer to wait for products to go on sale, rather than buying at full price.

5 Key Strategies for Engaging with Moms

Here are 5 tips on how to connect with moms in a way that builds trust and drives results:
1.
Don’t just sell, build a community. Moms are looking for support, not just products. Brands like Pampers and The Honest Company have created strong, loyal followings by providing parenting resources and support along with their products.
2.
Create value-driven content. Moms value content that helps them answer questions and solve problems. For example, Dove’s “Real Moms” campaign resonated by showcasing the diversity and realities of motherhood, rather than idealized images.
3.
Leverage social media for engagement. Moms, especially millennials and Gen Z, consistently engage on platforms like Instagram and Facebook for parenting advice, entertainment, and product recommendations. Campaigns like Fisher-Price’s “Let’s Be Kids” do this well, using user-generated content to foster a sense of community.
4.
Use humor and authenticity. Playful humor helps tap into the shared experiences and challenges of motherhood and demonstrates your brand’s authenticity. Authenticity builds trust—moms want to know they’re dealing with a brand that understands their reality.
5.
Be realistic, not perfect. Moms connect with content that reflects their real lives, not idealized versions of motherhood. Authentic, relatable stories build deeper connections, while overly perfect portrayals can alienate and add pressure. Acknowledging the challenges of parenting helps brands foster trust and loyalty, making moms feel understood rather than judged.
tuft & needle case study graphic

Connecting with Sleep-Deprived Parents to Increase Tuft and Needle’s Revenue by 57% YoY

Check out this case study for an example of how 97th Floor dove into the woes of sleep-deprived moms with a personalized content strategy to increase Tuft & Needle’s revenue by 57% YoY.
We hope you’ve enjoyed our guide to marketing to moms! Good luck, and here’s to building lasting relationships with one of the most powerful consumer groups out there!
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FAQs

Very. Offer one-click purchasing, flexible subscription services (like automatic refills), and prioritize fast, free delivery options. Make your website and apps user-friendly, with clear navigation and quick checkout processes to save moms time.
Be transparent about product safety. Highlight certifications (like organic or non-toxic labels), use simple, clean ingredients, and clearly display product testing results on your website. Offer customer reviews and FAQ sections focused on safety to reassure moms about their purchase decisions.
Meet these moms on their favorite platforms like Instagram, TikTok, and Pinterest. Create engaging short-form content (like tutorials or product demos) and partner with relatable influencers who can authentically showcase your product in everyday use.
Create content that addresses common parenting challenges—like time-saving tips, family health advice, or budget-friendly recipes. Use blogs, videos, or social media posts that directly answer moms' questions and offer practical solutions they can apply immediately.
Acknowledge the realities of motherhood—like juggling work, parenting, and self-care. Offer products or services that help moms manage these struggles, such as multitasking tools or self-care products that fit into a busy day. Show empathy in your messaging, and avoid portraying motherhood as effortless.
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© 2024 - 97th Floor. All rights reserved. Privacy Policy. Proudly founded in Utah. Growing businesses worldwide.
© 2024 - 97th Floor. All rights reserved.
Privacy Policy.
Proudly founded in Utah. Growing businesses worldwide.