Mums in business are leading the charge as early adopters of podcasts in Australia. As…
Google Shares What Mums Are Really Searching
Last month I had the pleasure of hearing from Google’s Human Truths Manager in New York at the M2Moms conference. What is a Human Truths Manager I hear you ask? Google defines the role as their “global audience experts who surface the emerging behaviour shifts and deep human truths to unlock the WHAT and the WHY in people’s behaviours to illuminate opportunities for brands to most meaningfully connect in their lives”.
Jenna Landi shared a study undertaken in 2015 across eight countries (not including Australia) and looked at 9 billion Google searches and more than 70 million parenting YouTube video views by both new and experienced mums. The presentation at the conference was a highlight for me as I specialise in marketing to mums and understand that mums are increasingly turning to Google for answers to their concerns. I want to share with you the three human truths of motherhood which were uncovered to help you better tailor your content and product offerings to appeal to mums.
Human Truth #1
The research highlights that mums are struggling to make themselves feel together again after the birth of a child. Mums were struggling to traverse a new landscape which is motherhood and regain a sense of who and what their body was prior to having a baby. ‘Post-pregnancy hair loss’ was one of the most highly searched questions by mothers.
Also, mums wanted to know how to cope with stretch marks and skin issues post birth. The opportunity for marketers is to consider content or products which addresses these issues and focus on helping mums feel great about their body again. Google suggested a self-care kit for mums after a baby might make an interesting addition to some product ranges.
Human Truth #2
The Google research revealed that mums learn from their babies. Mums become increasingly concerned with what products they put on their babies’ skin, and in doing so, start to question what products they actually put on their own skin. Many research participants cited spending increasing amounts on better quality skincare, hair care and cosmetics after the arrival of a child. They also identified that they were now looking for more do it yourself style products for their beauty regime rather than attending a day spa as they didn’t get the opportunity to this much anymore. It highlights opportunities for content which shows some easy hacks to natural, self-care things mums can do at home.
Human Truth #3
Mums re-evaluate their connections with products and brands they use at home after the birth of a child. Not only is mum now concerned about the products she is placing on baby’s skin she is also looking at her home environment. There is a clear drive towards reducing chemicals, using less fragrances and finding products that have safer packaging in the home. The top three things mums are re-evaluating are laundry products, cleaning products and any aerosols or sprays. Google suggested developing content around simple cleaning products which can be made at home and don’t use all the chemicals.
Google’s Human Truths experts can assist businesses gain deeper understanding of mums and their ‘real’ concerns. It is evident that new mothers are searching for support and assistance to transition and navigate their new role as mothers. As marketers, this provides an excellent opportunity for us to demonstrate that we can support them, make them feel more positive about their bodies and assist them to create the safe environment at home they seek and want to prioritise.
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