Award-winning advertising agency Baldwin& brought us in to help an e-commerce brand that had lost its way reconnect with its reason for being—young moms.
Ad agencies are known for pushing products, but when done right, advertising can also be a force for good. Our friends at Baldwin& discovered that the market research team working on this engagement lacked diversity, so they were looking for help filling the gaps with a team who understood women of all shapes, sizes and backgrounds.
- Research
- Audience Profiles
- Consulting
Managing mommy moments
Our task was to ensure that no unintentional biases had made their way into the research or creative work. We quickly discovered that they had.
As an extension of the team, we collaborated closely with Baldwin& to identify and address any gaps, providing recommendations and insights to guide the brand strategy, messaging, and creative direction.
Right away we discovered that the initial audience segments were limited and exclusionary, neglecting nearly 25% of potential customers. For example, the selection criteria only considered "articulate" participants and completely excluded non-binary individuals and same-sex couples.
We addressed the gaps by highlighting exclusionary practices in the research criteria, reshaping the audience profiles, and providing audience insights throughout the entire creative process, from research and positioning to messaging and stimulus development.
Reshaping the perception of a mother by bringing a fresh perspective to the table.
23%
Immigrants
of babies born in the U.S. are to foreign-born mothers.
24%
Multicultural
of U.S. Hispanics identify as Afro-Latinos.
24%
Single
of U.S. mothers are single moms.
25%
Non-binary
25% of Gen-Zers expect to change their gender identity at least once during their lifetime.
40%
Breadwinners
50% of mothers (4 in 5 of Black mothers) are the breadwinners for their families.
74%
Race
74% of Black adults, 59% of Hispanics and 56% of Asians say race is a core piece of their identity.
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