Zeno Moms Know Best

With the wave of news outlets and trend forecasters gazing into crystal balls, casting predictions and sharing research about what’s in the hearts and minds of Americans in 2012, Zeno Group decided to put this to the test.  We reached out to the Real Moms of Zeno Group to see if these assumptions lined up with the real moms-on-the-street. Unique to Zeno, our Real Moms provide us with insights direct from women on the frontlines of life everyday.

Are our Real Moms on point with what the journalists, research analysts and pundits have to say about what’s on the minds of people across America?  For the most part, yes, with some notable surprises.

Here’s a snapshot of what our Zeno Planners found:

• Getting “Out” is “In”: While the single, most important thing Real Moms believe will impact our country in 2012 is the economy, they’re also concerned about children’s safety –from keeping kids bullying-free at school to raising healthier, fitter kids. In fact, when asked how they’d like to spend time with their children this year, 65% stated they plan to head to the great outdoors and get active together – from camping, to biking, to skiing.
• iMom:  Moms like gadgets too, with more than 3 in 5 of moms reporting interest in trying out the latest smartphones and tablets.  Tempted by the allure of brand-icon Apple, 43% admitted to wanting to try iAnything.  
• Facebook Front & Center: The way moms connect with technology is evolving, as well, with one quarter of Moms reporting they first learned of a breaking news story on Facebook.
• Home Sweet Home: Make no mistake, consumers are retiring later, staying in their homes longer and adjusting to ‘boomeranger’ kids returning to the nest – creating a new, modern family.  So, it’s no surprise that 43% of moms are tackling the 3Rs’s in home improvement this year: remodeling, renovating and decorating.
• Healthcare, Health Scare: While living a healthier lifestyle ranks as Real Moms #1 goal this year, more than half of Moms’ chief, health-related anxiety revolves around developing chronic and life threatening diseases, along with the ability to pay for healthcare should something happen to themselves or loved ones.