A study of Science of Brand Growth applied to Baby care marketing strategies via Gen Z mothers needs
(A2024-119729)

AUTHORS

Douglas de Moura, ESPM; Ricardo Zagallo Camargo, ESPM - Escola Superior de Propaganda e Marketing

ABSTRACT

For all generations, the baby arrival represents a new cycle of consumption, which includes a wide range of baby care products, such as diapers, shampoos and liquid soaps. In this context, the objective of this study is to understand the baby care consumption behavior of generation Z mothers, to develop marketing strategies suited to their needs. The research, with a qualitative approach, includes semi-structured interviews and baby care advertisements. Content analysis was used to process data, using the pillars of Science of Brand Growth as categories ( Mental, Physical and Prototypicality). The main results indicate that Gen Z Mothers do not gave a strong connection with any brand, they are pragmatic, want clear and objective information about the product, and they are active in the digital channels, tending to be influenced specially by health professionals, followed by family, friends and famous digital influencers . Finally, consumption practice involves self-esteem and well-being, through qualities, innovations, experiences, personalities, characteristics and technology aspects, with price no longer being the main purchasing factor.