Advertising to Moms in SE Asia

A report on gaps between marketers & moms in Southeast Asia.


What’s Inside

Executive Summary


Moms in South East Asian countries are also called C.H.O. (Chief Household Officers) as they make purchase decisions for various product categories. However, this decision-making process undergoes a transition once they enter motherhood.

theAsianparent Insights has conducted in-depth research in 6 countries to help businesses understand the change in their purchase decision criteria.

Q- How many females in SE Asia change their purchase criteria after becoming moms?

8 out of 10 moms agreed that they changed their purchase criteria after becoming moms. Moreover larger the family size, the higher are the chances of changes in purchase criteria.

Q- Do they feel a disconnect with the moms they see in commercials?

The majority of moms expressed that they find it difficult to relate with moms shown in commercials. Commercials show moms being beautiful & confident whereas they miss out on – stressful, emotional, and anxious which are quite synonymous with motherhood.

Q- What changes you would like to see in media/advertisements?

More than one-half of moms agreed that brands should have a storyline that is more authentic & relatable to their current lifestyle, struggles, and joys.


Download the report now and read on!


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