A Research Report on Working Millennial Mother - All About Women
News Desk, News Nation 360 : 2020: Femina, India’s leading women’s brand, has always been known as the destination for all things women. The experts on Indian women have released a report targeted at millennial mothers called, All About Women. The research study conducted by LeadCap Ventures and its findings are a result of extensive quantitative and qualitative research done over months with more than 1500 urban women across 10 megacities/metros and Tier 1 markets. The research report reflected on the changing dynamics of motherhood, and parenthood in Indian households. The subjects are bifurcated based on the type of families and further categorized basis varied determinants such as striking a work-life balance, preference to children, spouse-partner relationship, self-care and digital content consumption. This research report commissioned by Femina is an in-depth analysis and gives a peek at consumer behaviour, lifestyle, habits, purchasing power, interpersonal relationships along with many other facets of a working millennial mother. Elaborating on how Femina’s All About Women Report, Deepak Lamba, CEO of Worldwide Media said that Femina as a brand has always known the pulse of Indian women and the research report is another testimonial for it. All About Women is a new chapter in the brand journey where they deep dive into various facets of a woman’s lives and predict trends, tailor content and have a customized approach for increasing engagement. The Highlights and the main motifs of this report are The new-age moms allow their kids a total screen time of-66 mins during weekdays and 97 min during weekends, More than 67% of mothers ensure they consume proper nutritious food, Millennial mothers devote adequate time to self-care with almost all mothers including basic make-up such as powder, creams etc. while travelling to an office, 85% of millennial working mothers hardly cooked of never did so at home.
Pic : Courtesy
Report : Anusutp Kundu