China’s approximately 320 million working mothers represent an enormous consumer base that companies are working hard to understand—and differences between regions, generations, and backgrounds mean that their responses to marketing messages can be dramatically different. This week’s episode of Thoughtful China takes a look at the changing culture of motherhood in China, including an assessment of the high-pressure “Tiger Mom” stereotype and how China’s young new moms are different from the previous generation.
According to market research experts, the image of the Chinese “Tiger Mom” often portrayed in Western media isn’t completely accurate. Unilever’s regional VP for laundry Vijayanand Sinha explains that China’s moms are making “more time for relaxation and possibly more all-around development of children.”
Li Yuhong, the associate planning director of JWT Shanghai, believes this is a generational shift. “This generation is very different [from] the previous generation. They’re much more Westernized, more pragmatic, more hedonistic, and they want their baby really to be happy.” They do “still live in the real world; a competitive environment,” however, she says. “The tension is still there—which is how to protect the childhood joy and the pressure toward achievement.”
Watch the video above for the full episode to learn more about marketing experts’ research on China’s moms and what it means for brands.