We all know that women are a target consumer for the produce industry. Women with children represent an even more coveted consumer, as moms are the gatekeepers of a brand or food item’s ability to earn the coveted interest of kids. We’re the consumer of billions of dollars of food marketing dollars per year.
These sentiments were recently validated by last year’s Pew Research Data which surveyed U.S. households consisting of married or cohabitating parents with at least one child under the age of 18:
- 80 percent of mothers say they are the household member who usually prepares the meals; compared to 19 percent of fathers
- 80 percent of mothers say they are the primary grocery shopper, compared to 20 percent of fathers
- 71 percent of moms say they primarily handle both chores. 11 percent of dads say they are the one who does both tasks.
I know what you’re thinking: Last year?
You’re right. Nothing about a year ago can compare to what moms are doing today.
2020 and the COVID-19 pandemic have brought a tremendous amount of challenges. Some of the common talking points on mainstream media include, unprecedented pressures on our health care systems, U.S. and global economy in crisis, foodservice chaos, hyper-partisan political climate, education in limbo and more.
Can we talk about moms, please?
We’re still grocery shopping, we’re still cooking, we’re still working, we’re observing and/or leading virtual education, we’re trying to maintain calm in our home, we’re trying to find time for personal health and fitness, stay healthy, keep our kids healthy, be festive for the holiday season and more.
A recent New York Times article said it best:
“For millions of working women, the coronavirus pandemic has delivered a rare and ruinous one-two-three punch.”
1. First blow to women was the early job loss and shut-downs in industries dominated by female workforce: restaurants, retail, and health care
2. The second was the removal of local and state government jobs that are more likely to be held by females.
3. The third hit is the closure of childcare facilities and virtual learning
The closure of schools and childcare is the knockout. This is the moment where moms are now drowning. A recent Northwestern Covid Economics study provides evidence that working mothers are disproportionately affected by the household responsibilities when compared to working fathers.
Why should this matter to the produce industry?
We know moms are most likely to be the chief decision maker for families – Moxxy Marketing/Produce Blue Book Shopper Insights 2020 recently confirmed that Shoppers age 25-44, and parents, rely more on social media and websites than family and friends. Shopper marketing strategies include many touchpoints and investments “for moms.”
How is your social media and website demonstrating that your product is here to help moms navigate the chaos and demands of 2020?
As brands consider influencers and other marketing investments, stay steadfast in society’s interest for more diversity and inclusion and also consider working moms as a demographic your company strives to support.
And most importantly – take care of the working moms at your company. We need flexibility and understanding now more than ever.
