Taking place on 15 March next year, Mumstock 2016 will be centred around the unveiling of new research from Mumsnet and Saatchi & Saatchi. It will challenge traditional approaches to segmentation and consumer understanding, arguing that they can’t represent the overlapping identities of modern mums. The study also calls for a more open, personal and far more empathetic approach to the relationship between marketers and mothers.
Marketing Week is an official media partner of Mumstock. Speakers at the event include Sainsbury’s CEO Mike Coupe, Asda’s CEO Andy Clark and Penny Herriman, global brand director at Boden.
Speaking about the conference, Mumsnet founder Justine Roberts says: “Marketeers have tended to split mothers into very broad types – stay-at-home versus working mums, older versus younger mums but we know from the last 16-odd years of watching Mumsnetters in action and hearing their unique stories that what defines mothers is much more nuanced.
“Our simple aim at Mumstock is to contribute to the understanding of the multi-various identities of today’s mothers.”
Justine Roberts, founder, Mumsnet
Richard Huntington, Saatchi & Saatchi’s chief strategy officer adds: “Marketers love simplicity. But to achieve this we first have to embrace complexity and there is no audience more complex than modern mums. Something rarely reflected in the practices and output of the marketing industry.”
For more details on the event including who is speaking and how to book tickets go to www.mumsnet.com/events/mumstock/2016