For 7.7 per cent of women, kids are the most important influencer, ranking higher than a brand’s own marketing activity, recommendation by other brands and even the women’s’ own mums.
In a survey of 1,000 women, commissioned by partnerships agency Cherry London, children came only after friends in influencing the brands that women love and buy – while only 3.4 per cent of women said that their partners influence their buying decisions.
Tamara Gillan, CEO and founder of Cherry London, said: “It’s a challenging demographic for brands to deal with; 66 per cent of adult women in the UK are mums and Read full story ›
Source: The Drum
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