Award-winning advertising agency Baldwin& brought us in to help an e-commerce brand that had lost its way reconnect with its reason for being—young moms.
Ad agencies are known for pushing products, but when done right, advertising can also be a force for good. Our friends at Baldwin& discovered that the market research team working on this engagement lacked diversity, so they were looking for help filling the gaps with a team who understood women of all shapes, sizes and backgrounds.
- Research
- Audience Profiles
- Consulting
Managing mommy moments
Our task was to ensure that no unintentional biases had made their way into the research or creative work. We quickly discovered that they had.
As an extension of the team, we collaborated closely with Baldwin& to identify and address any gaps, providing recommendations and insights to guide the brand strategy, messaging, and creative direction.
Right away we discovered that the initial audience segments were limited and exclusionary, neglecting nearly 25% of potential customers. For example, the selection criteria only considered "articulate" participants and completely excluded non-binary individuals and same-sex couples.
We addressed the gaps by highlighting exclusionary practices in the research criteria, reshaping the audience profiles, and providing audience insights throughout the entire creative process, from research and positioning to messaging and stimulus development.
Reshaping the perception of a mother by bringing a fresh perspective to the table.
23%
Immigrants
of babies born in the U.S. are to foreign-born mothers.
24%
Multicultural
of U.S. Hispanics identify as Afro-Latinos.
24%
Single
of U.S. mothers are single moms.
25%
Non-binary
25% of Gen-Zers expect to change their gender identity at least once during their lifetime.
40%
Breadwinners
50% of mothers (4 in 5 of Black mothers) are the breadwinners for their families.
74%
Race
74% of Black adults, 59% of Hispanics and 56% of Asians say race is a core piece of their identity.
Explore our work
Kapor Center
As people of color
Removing barriers, which start as early as kindergarten, that prevent people of color from succeeding in tech careers and as entrepreneurs.
Globant
Navigating their careers
Instilling hope post-pandemic by bringing more than 10K women into tech and supporting their growth.
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Connecting across industries
Helping a renowned professor convert data from a study on girls of color in STEM into actionable insights for academics, policy makers, executives and families alike.
Storyworth
Across generations
Reminding the product and marketing team that every family’s story is different and that they all are worth sharing.
TED
On a journey of self-discovery
Inspiring a wave of change makers — entrepreneurs, business owners, women — to continue pushing forward.
American Express
Balancing work and life
Getting business trends and insights to the 33 million+ U.S. small-business owners who have more than work on their minds.
Shipt
At work
Reminding the employees at this good-hearted tech company that work matters, but they matter more.
Kapor Center
As people of color
Removing barriers, which start as early as kindergarten, that prevent people of color from succeeding in tech careers and as entrepreneurs.
Globant
Navigating their careers
Instilling hope post-pandemic by bringing more than 10K women into tech and supporting their growth.
Arizona State University
Connecting across industries
Helping a renowned professor convert data from a study on girls of color in STEM into actionable insights for academics, policy makers, executives and families alike.
Storyworth
Across generations
Reminding the product and marketing team that every family’s story is different and that they all are worth sharing.
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