The online community CafeMom recently launched a new measurement tool called the MomIndex, tracking moms’ quality of life. A quick review of highlights suggests that brands need to convince moms of their authenticity and truly offer great value to grab these women’s attention. According to the CafeMom study, only 7 percent of moms agree that corporations understand their needs and work to make their lives better. Only 6 percent trust brand advertising messages.
Moms are also concerned with the state of world and national affairs. Only one-fifth (22 percent) believe that America is headed in the right direction and 14 percent trust the government to help improve their lives. As low as these percentages may seem, it is worthwhile to note that moms are more likely to trust the government than corporations and brands. They have more hope in an institution that is criticized daily by multiple sources through numerous channels, than companies that try to communicate positive aspects of their products and services.
The gaps between these numbers show the long way ahead of brands that want to earn moms’ trust and generate positive word of mouth. They will need to fight moms’ cynicism and be ready to withstand these savvy consumers’ scrutiny. Above everything else, their messages will need to be believable.