This entry was originally posted on May 15, 2014 on www.ulliappelbaum.com
I believe that in today’s age of transparency, personalization and “authenticity” (boy, do I hate this word) consumers increasingly reject idealized stereo-types created by brands and tend to gravitate more towards honest and genuine stories that reflect more their reality. The problem however is that people are often reluctant to share or unable to express how they really feel, one of the short comings of many research methods.
This is also very true for parents and moms in particular. While everyone is willing to overtly celebrate the positive sides of parenting (me included), very few parents are willing to openly share the not-so-positive (frustrating, annoying, infuriating, etc.) facets of parenting. But I believe that getting insight into these very vulnerabilities and unspoken truths about parenting (or consumers in general) is a great and authentic (here it is again) way for brands to bond and engage with parents.
So far I’ve come across two websites that provide an interesting look into “the other side” of parenting and can be a great source of inspiration for strategists and creative alike. So of course I wanted to share them here.
1. The confessional section of the http://www.scarymommy.com site where moms can submit anonymous “confessions” on how they really feel as moms and allowing the viewers to interact with those confessions (like, hug, relate too, etc.).
2. The second site is a newer blog called http://www.parentingconfessional.tumblr.com and launched by novelist Julia Fierro as a (smart) way to promote her new book “Cutting Teeth”. Parents can submit via email their “confessions” which will then be posted on the blog.
What is fascinating about these two sites is to realize how many parents are willing, or feel the need, to “confess” (the confessional section on www.scarymommy.com has several hundred thousand entries already). This reminds me of a “closer” (a police officer specialized in interviewing suspects and getting them to confess) I invited once to a planning department outing of one of my previous jobs who told us that “most criminals actually want to confess their crimes” but need help from the closer to do so.
I don’t have the time to do it but it’s be interesting to do a brand confessional (or category confessional) and see what kind of truth would come out of it.
Anyway, as always let me know what you think about those two sites and where you find your “truths”.