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Certified WBENC Women's Business Enterprise


MARKETING TO MOMS: Purpose-Driven Marketing, Part 2 of 2

by Renita Van Dusen

“You can align your business objectives with doing good in the world. Moms expect more from their brands,” says Ian Wolfman, SMO, imc2. This certainly isn’t a new idea, but it definitely is becoming more popular, acceptable, and even expected with brands. In fact, there is a movement out there that promotes just that: Conscious Capitalism.

The real goal is to be authentic and move from simply cause marketing to what Wolfman calls purpose-driven marketing. Purpose-driven marketing is intentional from all angles and perfectly resonates and aligns with your brand. Lets face it: Were all a little tired of PINK being splashed everywhere. On the contrary, here are a few examples of purpose-driven marketing campaigns that deserve a look:

BabyCenter and the Grameen Foundation
Besides being THE online destination for expectant and new moms (I have to admit, I visit BabyCenter at least once/day for information as an expectant mom and as a mom of a 2 year old), BabyCenter has teamed up with the Grameen Foundation to create Mobile Midwife, a way for expectant moms in Ghana to get reliable health advice on their cell phones. The text messages these women receive are similar to what BabyCenter moms get in their “My Pregnancy This Week” e-mails (which I love), but adapted for their cultural needs.

Secret and Let Her Jump
Watching this YouTube video is worth 57 seconds. Very cool.

Other Cause Marketing Resources

Marti Barletta’s book, PrimeTime Women is an excellent resource about Baby Boomer Women and Cause Marketing. For a quick summary, follow this link. In addition, I just came upon a recent article on that reports on a larger scale the positive effects of cause-related marketing.

So how can your brand resonate better with moms?
Purpose-driven marketing might just be the answer.