Mom is a curious creature. She’s been around since the beginning of the human raceand has been evolving ever since. It seems that many of today’s marketers still think of mom in the same sense that they have for the last 20 or so years, as minivan-drivingsoccer mom. That sentiment was all well and good when Baby Boomers ruled thechild-rearing universe, but times have changed. Generation X is now the dominantchild-rearing group and the Xer mom is a whole different creature from the Boomermom. It’s time to rethink how to communicate to and connect with mom.If Boomers are thought of as “soccer moms,” then Xers can be thought of as“domestic goddess moms.” For an Xer, being a mom doesn’t mean giving up heridentity as a woman. While her children and family are incredibly important, so is herability to spend time on herself without feeling guilty. Hence the rapidly growingpopularity of spa daytrips, girls’ nights out and girls-only weekend trips.Many Xer moms wereraised in chaotic childhoods, wherenearly 50 percent haddivorced parents and many werelatchkey children who had working mothers. As they raise their own children, thesemoms aremaking a strong commitment to family relationships over careers and money.Boomer moms saw working and job titles as status symbols. Conversely,many Xer moms arehappy with their “mommy”title, even though they traditionally have achieved a much higher level of education than their Boomer counterparts. Manyare choosing to be stay-at-home moms, using technology to stay in the corporate workforce part-time or run their ownbusinesses. Many say they aren’t working for the money, but for the social interaction, personal enrichment and to “keeptheir brains fresh.”Working or not, moms across all child-bearing generations spend roughly $2 trillion a year, and Xer moms account for abig chunk of that change. Some companies arestarting to notice this potential and arerethinking their communicationsto this new evolution of mom.•KFC has set up a mom advisory council to solicit input on how they view themselves, theirlives and how KFC may fit into them. Learning from this council has been translated intoadvertising that communicates how a KFC dinner gives mom some emotional support forserving family dinner without slaving over the stove.•Tide no longer shows mom in the laundry room or talking about laundry, instead it focuseson the emotional relationship mom has with her clothes.•Suave Shampoo has ditched their positioning as a value-based, responsible-family-pocket-book-decision in favor of creating an emotional connection with the woman inside every mom.