Truth About Smart Moms

FACTSXI

WhAT iS TruTh CenTrAl?

The global thought leadership unit of McCann, dedicated to discovering the truths that illuminate the world and help brands make their mark in it

6 globAl TruTh STudieSreleASed So fAr

AbouT ThiS STudy

Globally: 6800 online quantitative survey of online moms,conducted in the UK, US, Italy, Japan, Brazil, China, India and Mexico,40 focus groups conducted in all the above markets plus Indonesia, Malaysia, Peru, Singa-pore, Taiwan and Thailand.

In Kazakhstan: Pilot Focus group discussion with expert Moms in partnership with “Good Housekeep-ing Kazakhstan/Domashniy Ochag” magazine.

Who Are SMArT MoMS?

our PArTiCiPAnTS

Lera Reshetnyak, Blogger,Photographer

Dasha Avdeyeva, Co-Founder of Lilt.kz (Handmade)

Zaure Uvalieva, Blogger, Photographer

Diana Snegina, Radio & TV MC, active in Social Net-works

Assel Jabassova, Editor-in-Chief of “Do-mashniy Ochag”, Co-Author of Henriette blogFounder of Almaty Garage Sale

And here iS WhAT We found

in The 21ST CenTury, beAuTy for WoMen iS ‘non-negoTiAble’

#1 MoMS Are WoMen firST

Belive there are higher standards of beauty today than there were in the past

83%

Philippines, 40S: «Times are tough but

that doesn’t mean being beautiful is

negotiable»

for ASiAn WoMen beAuTy MeAnS SuCCeSS

Nearly 70% of women globally think

that being beautiful helps them get

what they want out of life, and the

same number believe that the re-

lationship between happiness and

beauty is directly proportional. 93%

of women said they felt more con-

fident overall when they knew they

looked beautiful.

In China, parents encourage high school girls to get surgery as a reward for good grades and as a means of top-ping up their chances of getting better jobs and

attracting a better looking man.

#2. TodAy MoMS role evolved froM gATekeePer To gAMeChAnger

In past mother was supposed to be soft & nice for outside world, while strict & discipli-narian for kids inside family.

Now, when mothers are equipped with technology they are the one who drive

family transformation

GATEKEEPER GAME-CHANGER

Mary Poppins

for ASiAn CounTrieS WoMen PuT A firST PrioriTy on Self-

ACTuAlizATion vS. fAMily & kidS

Traditionally, the role of being a mum involved sacrificing her ‘self’ for her husband andfamily. Now they are dif-ferent and are putting themselves as their first priority.

It is also true for Kazakh-stan, new middle class mums across the region are increasingly coming to motherhood later and after having successful working lives when they were able to spend most of the twenties focusing on themselves.

kAzAkhSTAn: PerCePTion of MoMS role iS differenT froM globAl due

To SovieT union heriTAge

In Soviet Union women were supposed to work equally with men – they did not have a choice to dedicate herself to kids and family

Today, women can choose role-model that is more com-fortable to her: to stay home and be full-time mother, or continue build her career, run her own project and so on

For Kazakhstan, simi-larly with multiple

Asian countries, Moms are con-cerned more with introspec-tive questions like “ who am I and what do I want” 47% of

Chinese young women agree with

the statement above (to compare, only 34%

of their male friends ques-tioning themselves )

Anyhow, despite of the role Mom chooses for herself, she doesn’t want to become “just a mom”, losing her identity

#3. MoMS WAnT To SAve her idenTiTy

Zaure Uvalieva

Today women have multiple desires: success-ful career, hobby, her own

business, travelling. They want be successful, bringing prof-

its to her company and be good mother – which is hard to com-bine because of lack of time. This drives internal conflict of

interests, which eats me from inside

Globally 61% of moms want their children to think of them as a friend.Study in Asian countries reveals that Moms are more likely to agree with statement: “I want to be a good role model, and if nec-

essary, I will hide bits of myself or my behavior

that I don’t want my children to see”

In reality, what they often want is to be seen as playmates and life partners, because having one or two chil-

dren means more emphasis

on making sure there is a close rela-

tionship.

#4. MoMS WAnT To be A friend

Assel Jabassova

In Kazakh-stan we asked:

“In 20 years from now, if your kids were asked to describe their Mom, what would you like to hear?”Assel: “I’d

like to hear that Mom was their

friend”

#5. WeAlThy, hAPPy or SuCCeSSful?

The challenge for today’s Asian mum is ensuring that they are doing everything they can to see their family succeed in an aggressive world. In Singapore, mums also wish happiness for their children. But their definition of ‘happiness’ is slightly differ-ent. While global moms wish to instill their children with values such as ‘respectful’,‘honest’ and ‘smart’ to become happy, Singaporean mums value “happiness through success” as one of the most important factors.

Across the globe, including Kazakhstan*, moms prioritize Happiness vs. Success or Wealth: being asked to chose 1 out of 3, 83% of moms replied “Happiness”

From U.S. to C hinamoms t oday a re unifiedby one simple thi ng:They want to r aisehappy kids

ITALY UK JAPAN US BRAZIL MEXICO GLOBAL CHINA INDIA

100%90%80%70%60%50%40%30%20%10%0%

HappySuccessfulRich

do you Think iT iS PoS-

Sible To be “SuPerMoM”?

having perfectly clean, stylish & cozy house

cooking delicious food

organizing dinner parties

always ‘perfect’ appearance of herself, her husband

and kids

paying attention to education of kids and their de-

velopment

controlling health of family members

planning activities for weekends and holidays

etc.

globAlly MoMS Are rejeCTing ideA of “SuPerMoM”

Instead, 71% of Moms want their kids to know “real me” with all possible short-comings and character defects

65% of moms don’t believe in the myth of “Supermom”

#6. TeChnology iS A firST Tool for MuMS

Those under 35 cannot remember life without the latest phones andaccess to online advice.

And so the new technologies become the aid to mapping out life’s options. Of course, she looks for tips on life from the sources that offer relevance.

They are also more likely to use their mobile devices to shop – over70% of moms who have smart phones told us they use them while shopping.

While numerous smart moms are tied to their smartphones, Kazakhstan market is limited in terms of applications offer. Trend-setters are ready to buy paid apps, however, locally produced apps lack quality and functional-

ity, whereas international “bestsellers” are often

useless for our re-gion.

Success of col-lective buy-ing services in Almaty is a demonstration of the fact that people have

all technical re-quirements ready

to start using (and paying) for technolo-

gies improving their life

#7. dreAM APPS To MAke life beTTer

Diana Snegina

I love every-

thing from Apple.I have absolutely every-

thing in my phone. Same ap-plies to MacBook – it has my notifications, some e-books, Skype; all in one. I can’t imag-

ine how people used to live without it. It is my

magic wand.

#8. TeChnology uniTeS MoMS And kidS

In Kazakhstan, usage of technology varies from goals that parents establish: for some of them use gadgets as opportunity to develop child skills, for someone it is a means to develop a taste of a kid, and others would see technology just as another toy

When it comes to and your child using technology together, do you do any of the following?

#9. TeChnology inSTeAd of ChoColATe

Zaure Uvalieva

Diana Snegina

I have a problem making

my daughters to clean their room. In these

cases I tell them that after cleaning they can

play their game on PC

I used to

use this method but realized that

it’s going to bring situation too far and it’s not right

For today’s wired children, technology is a source of happiness. Moms are given a great opportunity to strategically use technology as a reward. Nowadays, moms are more than twice as likely to treat their children with technology than with chocolate.

#10. google And blogS inSTeAd of grAndMA’S AdviSe

Nearly 40% of online moms around the world say they write a blog.

On-line community is a place,

where Moms are trading in the cur-

rencies of advice and ideas, and

realigning the values of the next

generation.

Lera Reshetnyak

Mom is very

limited during first year of her child to her small cir-

cle of communication. In Inter-net she can see experience and

this is what blogs are made for., 15 years ago mom simply didn’t know that she can do something alterna-

tive to what her mother taught. And now she can read a cou-

ple of blogs and see alter-native methods

#11 groWing Trend of geTTing SoMeThing exTrA

Globally, 37% fell into the large consumer type called the ‘Savvy Shoppers’. They

are people who are the most likely to sign up for store loyalty cards, and trade

limited personal and shopping behaviour data for special offers and rewards. But

in Asian markets, the number of people who fall into that group grows dramati-

cally: Japan (60%), Hong Kong (54%).

In Asian markets getting extra has become a norm

In Kazakhstan, we observe a tremendous rise of collective buying (Coupon-

based) services, which certainly teaches our ‘smart’ moms to search for better

deals

Fact: when losing their wallet contemporary women feel sorry more about dis-

count & loyalty cards rather than money or documents. Getting loyalty or dis-

count cards has become a modern obsession of middle class consumers

11 loCAl TruThS AbouT MoMS

1. For Moms beauty is a way to success

2. Mom transformed from gate-keeper to game-changer

3. Moms are in search of self-identity

4. Moms want to be friends with their kids

5. Life goal for a child: to be happy

6. Life needs tobe strategically managed

7. Moms expecting dream apps to make life easier

8. Majority of moms are sharing technology with kids

9. Technology instead of chocolate as a motivation

10. Google instead of “call to Mom”

11. Bargaining is a new power (getting extra is a norm)

WhAT AbouT you?How do you cope with your career and family?

Do you have any ‘life-simplifying’ secrets / technology?

What do you need to be improved in products and services to make your life

more comfortable?

Where do you find expertise in parenting issues?

Is there any application or technology that really simplify or improve your life?

Projected Launch: September 2012

Projected Launch: November 2012

Projected Launch: February 2013

For more information, please contact:

Nastia Goncharova n.goncharova@mccann.kz

Darya Akhmetzhanova d.akhmetzhanova@mccann.kzT R U T H C E N T R A L