Introduction

Frank About Women is a global think tank with a mission to make advertising and communications more effective, relatable and enjoyable for both advertisers and women. We investigate the far from obvious, challenge assumptions and deliver provocative insights and ideas that help brands build meaningful relationships with real women.

Frank About Women was founded 14 years ago by MullenLowe with a mission to help marketers better understand how to connect with women through creative, effective communications. Women are expected to control two-thirds of global consumer wealth in the coming decade, but nine out of ten women feel that brand communication strategies often fail to connect with them in the right way. This gap in communications was the impetus for the initial development of the Frank About Women brand and consultancy to address the issue head-on.

Global Motherhood

Mums still control up to 85% of home purchases and wield an estimated annual buying power in the trillions. By 2017, spending in the baby care category is set to reach a phenomenal £46 billion, as well as £24 billion in China. Brands cannot afford to base their marketing strategies on perceived wisdom; a nuanced and empathetic understanding of mothers’ wants and needs is vital. With that in mind, we set about exploring all aspects of the experience of motherhood; from her private worries and external pressures to the brands and products she leans on for support. While some things remain universally true, we uncovered a variety of market differences which reveal a diverse picture of motherhood and mums’ lives beyond parenting.

Frank About Women conducted a Global Motherhood Survey using online opt-in panel sources from February to March 2016 in the following markets:

• Australia

• China

• Colombia

• India

• U.K

Click here to view the full whitepaper now

Video

Leadership

  • leader thumbnail
    Shaun Stripling
  • leader thumbnail
    SANDY DORAN
  • leader thumbnail
    MARIALEJANDRA URBINA
  • leader thumbnail
    SARA LI
  • leader thumbnail
    DEVIKA SHARMA
  • leader thumbnail
    DERRY SIMPSON

NEWS

  • leader thumbnail
    US moms place less value on 'self-love' than others, says MullenLowe study