MarkoIors havo al ways rocogni zod IhaI

moIhors aro rosonsiblo Ior Iho ma[oriIy oI

urchasing docisions mado by housoholds.
Irom rol aIi vol y mi nor onos l i ko ki Ichon
uIonsi l s Io ma[ or onos such as cars and
homo romodoling, moIhors mako docisions
basod on whaI Ihoy Ihi nk woul d bo bosI
Ior Ihoir Iamilios. Koy Io connocIing wiIh
modorn, hyor-noIworkod moms is Io IirsI
connocI wiIh Iho Mavon Mom. 1ho Mavon
Mom i s Iho di ssomi naIor oI Ironds and
inIormaIion, many oIhor moms will look Io
hor Ior advico and idoas abouI ovoryIhing
Irom lanning arIios, Io hoalIh concorns,
Io advico abouI brands and roducIs.
In Ihis roviow oI our ucoming sIudy, Iho
1ruIh AbouI Mavon Moms, wo sharo somo
oI whaI wo l oarnod abouI Mavon Moms
Irom Iocus grous hold on boIh coasIs oI
Iho Uni Iod SIaIos and hono i nIorvi ows
wi I h s omo oI I ho mosI r ol i I i c mom
bloggors in Iho counIry.
The Truth About Maven Moms
Executive Summary
1). Meet the Maven Moms
2). Play Date Politics: Joined vs. Judged
3). Technology: Good vs. Evil
4). What Moms Really Want : The Power of Patience
BER MAVENS
EXPERIENCED MAVENS
SPECIALIST MAVENS
SOCIAL MAVENS
Mavon Moms can bo roughly dividod inIo Iour grous:
1. Meet the Maven Moms
Ubor Mavons: hyor-organizod, all-knowing IrondsoIIors, Ihoso moIhors aro roIossional,
solI-conIossod orIocIionisIs. Lvon boIoro Ihoy bocamo aronIs Ihoy woro loading Iho
way in Ihoir Iriondshi grou by sharing Ihoir IidbiIs oI inIormaIion abouI Iho bosI bars
Io IroquonI or Iho bosI camora Io buy. ocoming a mom simly Iurbo-chargod Iho dosiro
Io bo in Iho know. Ubor Mavons aro oIIon caroor womon who loII Iho work Iorco Io bocomo
Iull-Iimo moIhors, and oI all Iho Mavons Ihoy aro mosI likoly Io wriIo or manago a blog.
Lxorioncod Mavons: Lxorioncod Mavons aro gonorally oiIhor a) oldor Ihan Iho rosI oI
Ihoi r oor grou, b) havo chi l dron who aro ol dor Ihan Ihoso oI Ihoi r oor grou or
c) si ml y havo moro ki ds Ihan anyono ol so. 1hoi r boon- Ihoro- dono- IhaI, Ii rsI- hand
knowl odgo makos Ihom val uabl o sourcos oI advi co Ior Ihoi r Iri onds. 1ho Lxori oncod
Mavon is oIIon Iho IirsI orson you ick u Iho hono Io whon your child has a IomoraIuro
or you nood advico on which sIrollor Io buy.
SocialisI Mavons: SocialisI Mavons aro Iho ulIimaIo auIhoriIy on a corIain Ioic. A moIhor
oI childron wiIh ADHD may bo an oxorI on Iho laIosI scionIiIic advancos in managing Iho
condiIion, or Iho bosI oducaIional Iochniquos Ior Ioaching Ihom. AnoIhor mom mighI bo
known in hor circlo as Iho 'CraII Mom' bocauso sho sooms Io havo naIural IalonI Ior all
Ihings croaIivo. 1horo will oIIon bo moro Ihan ono socialisI Mavon in any circlo oI Irionds
and moms will oxchango and suorI oIhor Mavons by Irading advico in hor socialisI aroa.
Social Mavons: 1hoso suor-noIworkod moms who lovo all Ihings social aro Ioch Iriondly
moms who liko Io uso Iochnology Io mako Ihoir livos oasior and sIay in consIanI Iouch
wi Ih Ihoi r Iri onds and rolaIi vos. 1hoy li ko goIIi ng advi co Irom Ihoi r Iri onds abouI now
as, doal s, ovonIs oIc. and l ovo Io sharo. 1hoy sIay connocIod and sho on mul Ii l o
dovicos including smarIhonos, IabloIs and comuIors.
rand OorIuniIy: CroaIo sIraIogios Io arInor wiIh Iho diIIoronI Iyos oI inIluonIial
Mavons and rocognizo IhaI Ihoir moIivaIions diIIor

2. Play Date Politics: Joined vs. Judged
II is much oasior Ior moIhors Ioday Io [oin onlino communiIios, which in somo casos can
load Io Iho discovory oI roal-liIo Irionds. In many ways, Iochnology has croaIod connocIod
and omoworod communiIios oI womon, buI iI has also soomingly Iuolod an oidomic oI
[udgmonI. Somo moIhors also Iool IhaI Iho dolugo oI inIormaIion and oinion combinod
wiIh Iho inIimaIo involvomonI in oIhor oolo's livos IosIors a [udgmonIal onvironmonI
in which ovorybody Iools Ihoy havo Iho righI Io an oinion on oIhor oolo's moIhoring
choicos. WhoIhor iI's simlo lay daIos oliIics or Ioar IhaI your child's dovolomonI is
l aggi ng bohi nd IhaI oI hor oors. Iho worl d oI Iochnol ogy-onabl od and i ncroasi ngl y
comoIiIivo moms can bo a IorriIying laco. As ono now mom in Now Jorsoy romarkod
Ihoro's a loI oI haIing ouI Ihoro."
rand OorIuni Iy: CroaIo a saIo, non-[ udgmonIal onvi ronmonI Ior moms Io suorI
oach oIhor and sharo advico
3. Technology: Good vs. Evil

MosI moIhors havo a diIIiculI rolaIionshi wiIh Iochnology. On Iho ono hand, Ihoy lovo
boing a Iow digiI's roach away Irom Ihoir childron, or boing ablo Io sho onlino aI any Iimo
oI day or nighI. As ono mom commonIod, All Ihis accossibiliIy, on a hono, is awosomo Ior
moms. Wo don'I havo a saro minuIo."
On Iho oIhor hand, moms worry abouI mainIaining a 'roal' childhood Ior Ihoir kids, Iho cosI
oI kooing u wiIh Iho laIosI dovicos, and Ihoir own crooing addicIion. Womon aro sooking
lighIhouso brands which can hol Ihom Io mainIain a osiIivo and hoalIhy rolaIionshi
wiIh Iochnology Ior Ihoir Iamily.
rand OorIuniIy: Hol moms Io oIIocIivoly navigaIo Iho Iochnology IighIroo
My Adam knows his ACs in
Lnglish and Sanish. Ho can road
and counI Io ono hundrod, Ioo!
OMG... whon is
sho going Io goI
him oII Iho boIIlo?
Wow, IhaI's so
amazing! WhaI an
accomlishmonI!
Sho is so
Iull oI iI!
4. What Moms Really Want : The Power of Patience
Askod whaI awards woul d bo oIIorod aI a IanIasy awards show Io rocogni zo moms.
"1ho MosI aIionI Mom" Iood Iho lisI oI oIhor imaginary awards liko 1ho osI Jugglor,"
1ho MosI Organi zod Mom" and 1ho MosI SIyl i sh Mom. " In a IasI movi ng, roal -Ii mo,
high rossuro world iI's orhas unsurrising IhaI Iho Ihing moms valuo mosI in Ihomsolvos
is good old Iashionod aIionco.
rand OorIuniIy: Irom Iho '1imo Shrinkor A' Io Iho 'SonsiIivo Man A' Mavon Moms
aro sooking Iools which hol Ihom Io bo moro aIionI by giving back Ihoir Iimo and croaIing
saco [usI Ior mom.
1ochnology has mado Iho mosI inIluonIial moms in Iriondshi circlos and communiIios -
I ho Mavon Moms - ovon moro vi si bl o and connocI od I han I hoy woro boIoro. y
undorsIanding Iho diIIoronI Iyos oI Mavon Moms and undorsIanding Iho sIrugglos Ihoy
Iaco i n croaIi ng [ udgmonI Iroo, suorIi vo communi Ii os, Ihoi r sl i I rol aIi onshi wi Ih
Iochnology, and Iho qualiIios Ihoy valuo mosI in Ihomsolvos and oIhors, markoIors can
oIIocIivoly ongago wiIh Mavon Moms. In doing so, Ihoy roach a wido audionco: Irom IhaI
ono Mavon. Io hor Iamily. hor Irionds. and hor Irionds' audioncos.
McCann 1ruIh ConIral is Iho global IhoughI loadorshi uniI dodicaIod Io discovoring and
illuminaIing consumor and businoss IruIhs Io hol croaIo moaningIul rocommondaIions
Ior markoIors.
Ior addi Ii onal i nIormaIi on on Ihi s and any oIhor 1ruIh ConIral roorIs loaso conIacI
Hallio. JohnsIonQmccann.com
J^[
SENSITIVE MAN
7ff
J^[
TIME SHRINKER
7ff
I NFOGRAPHI C I L L USTRATI ONS / DESI GN: ROBERT PI ZZO