While the mom demographic is often explored in the public sphere and recognized by marketers, DeVries Global conducted proprietary research to shine the spotlight on the other women that exist to better understand their values and motivators as brands try to build products for them and communicate to them in a way that is meaningful. The research was inspired by the idea of "Otherhood," conceived by leading female influencer, Melanie Notkin. "Otherhood" refers to women who are without children by choice or by chance. This group includes 47% of women of childbearing age in the U.S. The insights revealed in our study, "Shades of Otherhood," debunk myths and stereotypes about this influential group of women and highlight opportunities to target their dynamic needs. Join the conversation: #ShadesOfOtherhood

Be the first to comment