Do you know a mom who recently shared some content she found online? Can you recall a mother in your social circle who made an online purchase this year? Do you have contacts in your social media networks who are mothers?
As I write this column, I’m enjoying a coffee at a nearby café. Given the time of year, more than half of the tables are occupied by young women celebrating motherhood together. A rose is placed beside the silverware at each table setting, most of them have their handbags resting on their laps, and every single one has a cellphone within reach, which they check at least once every sixty seconds. They even laugh at their own jokes while looking at their screens rather than making eye contact with the ones laughing along.
The way brands connect with mothers has changed dramatically. Not too long ago, age, socioeconomic status, and place of residence were key factors in segmenting a market. Today, with the rise of digital life and democratized access to online information, segmenting solely by demographic attributes is not only limiting but, in many cases, ineffective.
Reaching mothers effectively now requires a deeper understanding of how they perceive themselves and who they aspire to be. Here are some examples, inspired by Mother’s Day in Mexico, to illustrate how certain audience segments can be more precisely targeted:
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Moms with a Focus on Consistency:
If your products offer nutritional or educational benefits and foster connection between mothers and children, this is your tribe. This group is primarily composed of stay-at-home moms who go beyond the traditional maternal role to act as educators, guides, and moral arbiters. They are keenly aware of social issues affecting their children and use their social media platforms to express their commitment to social justice and conscious education. -
Combative or Resilient Moms:
If your products represent achievements born from effort and determination, this is the audience you should focus on. This segment includes both single and married mothers who define motherhood as a constant challenge. They juggle professional and personal responsibilities while raising their children, emphasizing their independence and ability to tackle challenges without necessarily relying on a paternal figure. -
Active Mode Moms:
If your products convey family unity and optimism, this tribe is for you. They primarily identify themselves as loving and protective mothers. On social media, they share family moments, anecdotes, and reflections about motherhood. Additionally, they spread positive messages, motivational quotes, and content that supports social causes. Their digital identity is anchored in warmth, optimism, and love.
This May 10, 2025, according to Concanaco Servytur Mexico, the expected economic impact of Mother’s Day spending is projected to reach 88 billion pesos. That figure represents 15% of the spending generated during last year’s Christmas season and 30% of what was spent during Easter, according to the Ministry of Tourism. Today, mothers are digital, and they seek products that align with their identity.
If you want to better understand the digital tribes on your brand’s social media, contact us today: contacto@lamarcalab.com
