A New Generation of Power Moms Influences Politics and Peers

From Soccer Moms to iPhone moms, a new generation of Power Moms are taking America by storm. With over 83 million mothers in the United States, women with children represent not only the most powerful group of consumers but one of the largest voting blocks in America. The influential soccer mom of the ’80s, credited with voting Bill Clinton into the White House and catching the attention of major brands, has been replaced.

 

Today, the iPhone-toting and Facebook-posting parents who are recommending products, as well as talking about political policy and presidential candidates, are called Power Moms. They are described in a new book by Mom Marketing expert Maria Bailey, titled Power Moms: The New Rules for Engaging Mom Influencers Who Drive Brand Choice (Wyatt-MacKenzie; May 2011). Not only are moms writing political blogs, but there are plenty of politicians with children who influence family issues.

 

“I believe you will see Power Moms stirring the outcome of the upcoming Presidential election. Don’t be surprised to see moms Tweeting from the soccer field or sharing campaign messages and political opinions on Facebook while sitting at a dance recital,” explains Maria Bailey, author of “Marketing to Moms” and herself a mother of four. “The sphere of influence of a Power Mom can make or break the sales of product just as much as it can elect our next President and representatives.”

 

As the political climate heats up, Bailey points out that these Power Moms have extended their influence over politics, particularly through their social media channels. Bailey adds that popular Political Mom Bloggers such as Joanne Bamberger, known as Pundit Mom online, influence a large audience. “In fact, even the late Elizabeth Edwards was known to post comments and opinion on political blogs run by moms,” Bailey said.

 

What Makes a Power Mom?

In Bailey’s new book, a Power Mom uses a range of online and offline channels to communicate with family, friends and constituents. Power Moms talk about products, brands and issues using platforms like Facebook and Twitter, in addition to traditional book club and school meetings. The key to a Power Mom’s influence is the integration of these messages across platforms: a front porch chat with a fellow Mom about her favorite brand gets tweeted from her smart phone or posted on Facebook during naptime.

 

The Impact of Power Moms

• Mothers control $2.5 trillion in annual spending in the U.S. economy
• 89% of Power Moms have recommended a product to friends and family on Facebook
• 65% of moms confess to discussing politics with other mothers
• 82% of mothers have purchased a product based on a recommendation on Facebook or Twitter
• 75% of Power Moms who blog online hold a leadership role in a community group or offline organization and influence over 50 moms a week
• On average, Moms will “Like” 3 brands a week on Facebook and recommend the brand’s Facebook page to their friends

 

For more information about Power Moms and a list of these same Moms across the U.S., read Maria Bailey’s Power Moms: The New Rules for Engaging Mom Influencers Who Drive Brand Choice.