“Mothers are like glue. Even when you can’t see them, they’re still holding the family together.” — Susan Gale

What Mom says goes. When Mom talks, people listen. If Mom can’t find it, it’s really lost.

What would we do without moms? Americans embrace this sentiment with gusto in May—especially on the second Sunday of the month. Mother’s Day remains a top holiday for celebrating, spending, and card-giving. According to the Greeting Card Association, in 2023 alone, Americans purchased $113 million worth of Mother’s Day cards.

By virtue of who they are and what they do, moms project incredible sway over their families. A disapproving look from Mom can alter a half-baked decision, but her affirming words can bolster and embolden the shyest youngster.

Her influence extends across a family’s spending and decision-making habits. Consequently, marketers must adopt a “moms matter” mentality and employ that mindset 365 days a year. In fact, moms are a consumer group to be reckoned with—and not just in reference to the high-ranking Mother’s Day gift categories like jewelry, flowers, and fragrance. In fact, women determine up to 83% of U.S. household purchases. These purchases include items for kids and hubby and tap into the food, hobbies, home, and recreation markets. Mom’s decision-making power even extends to family vehicle choices. Cars.com reports that 73% of moms consider themselves the “sole decision-maker” in the vehicle shopping process. Moms know the family’s comings and goings and fully grasp their transportation needs. Plus, you can be sure she’ll do her research to identify her family’s best choices.

Moms and Social Media

If your brand isn’t actively marketing via social media, why not? You’re likely missing a lot of “mom influence” that could boost your company’s bottom line. After all, most moms engage with a variety of social media platforms. And they connect for both social and informational purposes. Via their smartphones, they’ll grab info to help them with the host of hats they wear. They’ll then review their fab finds and share their knowledge with fellow moms. Mm-hmm, engaging moms on social media matters.

So, what draws moms in? What gets their attention and drives their decisions?

According to Social Samosa, an online platform analyzing trends and case studies, Moms gravitate toward brands that make them feel:

  • Safe (46%).
  • Confident (41%).
  • Happy (39%).
  • Responsible (37%).

What else matters to moms?

For one, they crave data to back up a product’s claims. They want to trust the brands they bring into their family life. They’re attracted to value—but not at the expense of quality or effectiveness. And, of course, safety is huge. Moms aren’t fans of fluff, preferring relevant, meaningful content. And overwhelmingly, they give a thumbs down to advertising focusing on perfection. Moms who look too “put together,” hail from affluent families, or live in magazine-cover-worthy homes repulse many moms. Worse, these unrealistic portrayals discourage real-life moms with toy-strewn living room carpets and bottomless laundry piles.

It’s worth the time and effort to understand moms and their daily devotion to their families. Because once they find products and services they can trust, they’ll become long-term, loyal customers.

ASJ Partners strives to stay on top of the latest trends impacting the marketing world—especially regarding the unique marketing needs of the recruiting and staffing industry. Our team’s exclusive commitment to staffing inspires trust and loyalty in employees and companies seeking to hire them. We embody the kind of trust and loyalty that Mom herself would applaud. So let ASJ Partners elevate your staffing agency’s brand to be a front-runner in the industries you represent. Our team is waiting for your call!