Uncovering modern mums’ unmet aspirations
Disney have always been known as the world’s best storytellers, to children and to families. As part of a drive to better understand the audiences they were telling these stories to, they realised the modern mother was being left out.
WHAT WE DID:
We used qualitative research across several EMEA markets to explore the drivers of modern mums. This enabled us to uncover an unmet aspiration for mums to be more spontaneous in her relationship with her children, a representation currently not being portrayed in advertising and marketing targeting them.
Our insights have allowed Disney to refine their propositions and communications across all lines of business, to better present the stories they tell to connect with modern mums. Without patronising or glorifying; instead, communicating effectively and positively.