Mind the Gap
When I discuss the key factors involved with the changing state of pregnancy (look for Leslie Rotchford’s piece in next month’s Cosmopolitan Magazine) one of the most important, and one of the first to come up (always), is the expanding age range of pregnant women in this country. And it continues to make headlines. Page Six reports today that Donald Trump Jr. is about to follow in his father, Donald Trump’s footsteps and become a father. Young Barron Trump will become an Uncle at the age of 15 months.
And the two mothers? Vanessa Trump is 28. Melania Trump is 36. And while there is nothing shocking about this, it does remind of the widening age range of expectant women in the US. And, the value in finding the right information (and an appropriate voice and vehicle with which to share it) that will resonate with expectant women is made ever-more challenging by the fact that women have babies in their twenties and well into their forties. These age gaps represent generational differences that create significant questions and considerations for anyone looking to connect with this highly desirable target.
Recent campaigns developed by Forty Weeks with this particular challenge in mind include the Graco -Cynthia Rowley launch. Key goals included reaching influencers, trend-setters and more urban based women — this means also reaching a broader range of mothers. Certainly, in the case of Graco, this was a new target for their product line. Our work included helping to guide the process to better suit both their products and their messaging to the target via a higher level of sophistication (on all levels) and thus attracting a wider range of mother –to- be.
Expect this widening age range of expectant mothers to continue. And not just on Melrose and Madison but on Main Street as well!