"As part of Ivory's modern day makeover, which began with the unveiling of our new packaging design and advertising campaign, we sought to tap into the everyday opinions and attitudes of today’s busy mom"
CINCINNATI--(BUSINESS WIRE)--Despite the thousands of items designed to “simplify” moms’ lives today,
a recent survey conducted by Ivory
revealed 80 percent of American moms think motherhood is actually more
complicated today than it was 20 years ago. And while they may be more
stressed out and busier than ever, almost nine out of 10 moms think
they’re doing a better job balancing it all than their mothers did.
The national survey was commissioned by Ivory,
Procter & Gamble’s most iconic consumer brand, in an effort to better
understand the everyday attitudes and insights surrounding today's mom.
The survey results became the impetus for Ivory's new online social
community, The Soap Dish, and its partnership with Emmy®
award-winner and funny mom, Melissa McCarthy.
The survey of more than 1,000 moms uncovered insights on the realities
of their lives:
Mommy Gives Herself a “Time Out” in the Bathroom In
the circus that is motherhood, today’s mom juggles many tasks –
everything from ringleader to short-order cook – so it's no wonder that
30 percent of moms surveyed found the most complicated aspect of
motherhood was finding more "me" time. A possible solution? Perhaps
follow the 66 percent who confessed to hiding in their bathroom for some
much-needed alone time.
Whose Kid is it Anyway? With
modern media at our disposal, parenting advice has become a persistent
presence. According to the survey, moms say they receive parenting
advice an average of three times a week, whether they ask for it or not.
Family (62 percent) and friends (59 percent) continue to lead the
“advice train”, while blogs and social media plague 41 percent of these
moms under the age of 40.
Myth of the SuperMom If the
advice from others wasn't overwhelming enough, today's mom struggles
with her own super hero status as almost 75 percent feel the pressure to
make every outing, playdate, or experience a "teachable moment." And it
doesn't stop there: our household heroines also feel they need to be
experts in the "traditional" skills such as nutrition (55 percent), or
first aid and medicine (49 percent), along with the added expertise in
technology (41 percent), social media (35 percent) and pop culture (25
Mom vs. Mom Moms were fairly
specific on what “kind” of mom they most wanted to be: 77 percent would
rather be the "cool mom" than the "hot mom." Hot or cold, moms
everywhere are hard workers on both sides of the classic debate: 83
percent of full-time working moms think they have it harder and 60
percent of stay-at-home moms believe their job is more difficult. While
all moms want their daughters to thrive and be happy, most want their
offspring to follow in their footsteps. Sixty-four percent of working
moms prefer their daughters to be a working mom, and more than half (53
percent) of stay-at-home mothers would prefer their daughters also to be
a stay-at-home mom.
Additional Ivory Mom Survey Highlights
Smarter than a fifth grader? Mom may not agree as more than 60 percent
of moms think figuring out their taxes is easier than middle school
Forty-three percent of moms said having your kid known as the “smelly”
kid is much worse than having your kid known as the “potty mouth” (20
percent), the “whiner” (17 percent) or the “snob” (13 percent).
Modern moms may be overwhelmed with other moms giving them advice, but
the truth is few actually “know what they’re doing” anyway. Seventy
percent of moms feel that others think that they have everything
together – even when they don't.
“As part of Ivory's modern day makeover, which began with the unveiling
of our new packaging design and advertising campaign, we sought to tap
into the everyday opinions and attitudes of today’s busy mom,” said Jay
Sethi, Ivory brand manager. “What we found was today’s moms have an
unyielding desire for honest, down-to-earth, simple yet social
connections with other women and moms.”
The Soap Dish Inspired from the
survey insights, Ivory
recently launched The
Soap Dish, a light-hearted social community that offers women an
outlet to share in the everyday humor and honesty of their lives in an
unapologetic manner. The community lives on the Ivory Facebook page (www.facebook.com/ivory)
and is a place where today's modern mom can come and dish – share
opinions, ideas and maybe a little attitude on what it is that makes her
life so complicated. As host of The Soap Dish, Melissa McCarthy invites
Ivory fans and followers to join her in dishing about everyday topics
ranging from motherhood, marriage and meatloaf to much more.
About Procter & Gamble P&G
touches and improves the lives of about 4.4 billion people around the
world with its portfolio of trusted, quality brands. The Company's
leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®,
Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®,
Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head &
Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi
Pur®. With operations in about 80 countries, P&G brands are available in
more than 180 countries worldwide. Please visit http://www.pg.com
for the latest news and in-depth information about P&G and its brands.
About Wakefield Research Wakeﬁeld
Research is a market research consultancy specializing in strategic and
tactical research for corporate and political clients throughout North
America, Europe and Asia. Wakefield staff – drawn from the worlds of
research, marketing and media – serves as trusted advisors to heads of
industry, marketing professionals and elected officials.
Methodological Notes The Ivory
Moms Survey was conducted by Wakefield Research (www.wakefieldresearch.com)
among 1,017 American mothers with children ages 17 and under in the
household, between October 14th and 20th, 2011, using an email
invitation and an online survey. Results of any sample are subject to
sampling variation. The magnitude of the variation is measurable and is
affected by the number of interviews and the level of the percentages
expressing the results. For the interviews conducted in this particular
study, the chances are 95 in 100 that a survey result does not vary,
plus or minus, by more than 3.1 percentage points from the result that
would be obtained if interviews had been conducted with all persons in
the universe represented by the sample.