Over the last six years the McCann PULSE program of continuous investigation into people’s lives has focused on understanding the younger generations of mothers in Japan. Volume 7 of the “Real Mothers” study has just been launched and looks in-depth at the social media usage, recession buying habits and views of the future of Japan’s mothers of children fifteen years old and under. The event will look in detail at how today’s generation of mothers got where they are, what they think of their lives, their families and their purchase decisions.
We will explore five key archetypes of today’s mother and how they are changing and reacting to the world around them. The event will increase knowledge and interest in what is shaping the consumer of Japan. For business people of all kinds, the Real Mothers studies have deepened both Japanese and foreign marketers knowledge of a changing and crucial consumer group. For ex-pats, the studies have acted as a means of introducing and updating them to what is different about the Japanese woman as she enters into and grows her family. The event will also feature a number of specific implications on how to reach mothers by understanding their media, social media, entertainment and purchasing trends.
Dave McCaughan is from Parramatta, Sydney, and has spent the last 24 years leading marketing and communications planning for McCann, first in Australia and over the last fifteen years in Asia. He has lived in Bangkok, Hong Kong and since 2004 in Tokyo. He leads the development of communications strategies for clients like Johnson&Johnson, MasterCard, L’Oreal, Cathay Pacific, American Airlines, Tokyo Disneyland, Sunstar, Nestle and Fanta. Dave has spoken at numerous events across Asia, Europe and the USA and is a regular columnist for Advertising Age. McCann WorldGroup is the largest foreign owned advertising company in Japan. Dave founded the McCann PULSE program fifteen years ago and now forms the basis of McCann’s understanding of people, and what turns them into consumers in over fifty countries globally.
Australian and New Zealand Chamber of Commerce in Japan