INTRODUCTION
For a long time, mothers have been one of the most important target groups for brands, as they are the key decision-makers for the majority of household spending. However, persuading mothers to truly open their wallets is far from easy—especially when brands and marketers lack a deep understanding of the motherhood journey. In other words, without fully grasping mothers’ concerns, challenges, and expectations at each stage of their children’s development, meaningful connection becomes difficult.
Moreover, today’s target audience is no longer limited to the familiar Gen Y (Millennial) and Gen X mothers. A new generation of mothers—Gen Z—has begun to emerge. These young parents are stepping into motherhood and are set to become a core consumer force for brands in the present and future. According to Buzzmetrics’ Gen Z Syndicated Report, single Gen Z users represent a distinctly different group on social media, exhibiting characteristics that set them apart from previous generations. This raises an important question: how will Gen Z transition from being “single” to taking on the role of “motherhood”?
To help brands and marketers gain a deeper understanding of this target audience, Buzzmetrics conducted an in-depth study on mothers, based on their discussions across social media platforms.
HOW WILL THIS REPORT BENEFIT BRANDS?
With the aim of helping marketers better understand and connect with mothers on social media, Buzzmetrics carried out a comprehensive study of this consumer group, focusing on three key areas:
CONTENT
Part 1: The Motherhood Journey Through the Lens of Social Media
Part 2: The Emergence of a New Generation of Mothers – Gen Z Moms
Part 3: Appendix – Top 20 Key Discussion Sources (Pages/Groups) Across Each Stage of the Motherhood Journey
INTRODUCTION
For a long time, Millennials have been the primary focus of brands, as they are considered the largest consumer force with strong and continuously growing purchasing power over the years. However, just when brands thought they had “figured out” this most powerful consumer generation, they were suddenly faced with an entirely new one — Gen Z.
When referring to Gen Z, people often associate them with the term “digital natives” — those who were born in the era of technological advancement and have grown up living on social media. According to estimates, by 2020, Gen Z accounted for approximately 40% of the global consumer force, and the emergence of this generation is expected to reshape the entire global economy.
A new generation means a new approach. The rise of Gen Z requires brands to adjust their communication strategies, or even abandon traditional marketing approaches that have long been applied. To help brands and marketers better understand this new consumer generation, Buzzmetrics conducted a study on Gen Z based on their discussions on social media.
WHAT DOES THE REPORT HELP BRANDS WITH?
This report aims to provide brands and marketers with an overall understanding of Gen Z by addressing the following key questions:
Report language: English
Number of pages: 75
Research period: January 1, 2020 – December 31, 2020
Research methodology: The report is based on an analysis of social media discussions from a research sample of 400 Facebook users belonging to Gen Z (users who declared their birth years between 1997 and 2007).
CONTENTS
Part 1: Common Misconceptions Marketers Have About Gen Z
Part 2: Exploring Gen Z’s “Passion Points”
Part 3: The 5-BE Framework for Marketers to Communicate with Gen Z on Social Media
Part 4: How Brands Are Approaching and Engaging Gen Z
Part 5: Appendix
INTRODUCTION
Millennials are the generation born roughly between 1981 and 1996. Women in this generation have long been considered a key consumer force by many brands. Currently, many brands treat Millennial women as a homogeneous group, often using a single message to engage them.
However, Millennial women go through important life milestones—such as their first marriage, becoming a wife for the first time, or becoming a mother—that profoundly shape their lifestyles, behaviors, and interests. These milestones require brands to communicate with nuance and sensitivity across different life stages.
It is therefore time for brands to shift from approaching Millennial women as a single, uniform group and instead recognize distinct subgroups based on life stage characteristics. Understanding these nuances, Buzzmetrics conducted a study analyzing discussions of Millennial women on social media.
This report helps brands and marketers gain a deeper understanding of four distinct subgroups of Millennial women and provides recommendations for effectively engaging them through their key interests.
WHAT DOES THE REPORT HELP BRANDS WITH?
This report is designed to give brands a comprehensive understanding of Millennial women by answering key questions:
Report language: English
Number of pages: 72
Research period: January 1, 2020 – December 31, 2020
Research methodology: The report is based on social media discussion analysis of a research sample comprising 400 Facebook users who are Millennial women (users who declared their birth years between 1981 and 1996).
CONTENTS
Part 1: Differences between general insights and social media insights on Millennial women
Part 2: Understanding Millennial women through 4 subgroups
Part 3: Connecting with Millennial women through their top interests
Part 4: Appendix
