The ABCs to Winning Mom's Hearts

Trust plays a crucial role for young parents, shaping both their parenting and household decisions.

Winning a mother’s trust is essential, as she acts as the CFO of the family, making financial decisions alongside her husband. In fact, 71% of moms share financial decision-making with their spouse. As key influencers in the household, moms must be strategic and creative in deciding what, when, and where to buy—as well as what not to buy.

The year 2024 has been an uncertain one for Indonesia’s economy. While economic growth remains positive and relatively stable compared to 2023, it has yet to reach pre-COVID moving averages. Inflation is under control, but the Rupiah continues to weaken against the US dollar. Meanwhile, Indonesia’s Consumer Confidence Index remains optimistic at around 127 (>100), though it has declined from previous years’ averages. However, optimism varies across different demographic segments.

Soon, we’re launching our newest study: The ABCs to Winning Mom’s Hearts, an insights report which breaks down how brands can capture the hearts of moms in 2025. With all the pressures they are facing, moms are adjusting their buying strategies significantly.

And in response, your brand should also be adjusting your marketing strategies accordingly.

Discover more in our upcoming study:

• Generational Optimism: Did you know that among those feeling pessimistic about Indonesia’s economy, the majority are Gen Z and Gen X?
• The SES Divide: How do different economic classes respond to financial pressures? What interesting trends emerge?
• Moms as CFOs: What are their financial goals and concerns? How do they navigate economic uncertainty?
• Winning Their Hearts and Wallets: How do brands capture their attention, influence their browsing behavior, and keep them connected?

If you work in INSURANCE or Women & Baby FMCG, this study is meant for you. Click the link below to register your interest and be the first to get an exclusive teaser sneak peek into the study!

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