Moms are reacting to a culture of greed.

The economy is affecting us all. The question is how much and in what ways. To help our clients manage this difficult time, we surveyed moms to understand just how the economy is affecting their purchase behaviors and economic outlook.

Why moms? Because they occupy two important roles in American society: they manage the household (which means their behaviors drastically impact sales) and they teach and enforce family values (which means they are as influential in shaping our culture as mass media).

We learned that most (71%) feel they have made more sacrifices this year vs. last. In fact, 2 in 3 are eliminating purchases that are not absolutely necessary for their lifestyle. And 1 in 2 have cut back on things. Which means that if your products or services are not seen as essential and relevant, moms are dropping them from their shopping lists. It’s not simply a matter of price but rather what your brand stands for and how it contributes to their lives.

More moms blame the government for this collapse than banks (32% government v 16% banks). Even more interesting is the fact that nearly as many moms feel everyone is to blame (27% say everyone).

Why? Because many moms believe that the average American is too greedy. Even more believe they are less greedy than the average American. We believe this is a turning point. One where we reign in overindulgence and focus on the things that are most important to us as people and families. And this presents a great opportunity for marketers. Brands that help moms recenter their family will have the upper hand and can ride a social trend to the top.

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