Toilet Tissue Brands

How Brands Can Better Connect With Mom Consumers

Businesses need moms.

According to the National Association for Moms in Business , mothers have $1.3 trillion in spending power, (equal to that of the entire country of Great Britain), and control 80% of household spending. If companies aren’t capturing this demographic, they are missing a big part of the revenue pie and could be hurting their bottom lines. 

And who should know more about how to capture a portion of this massive spending than a mother?

Stacy DeBroff left her demanding legal career in the 1990s to spend more time with her kids. But while writing books and serving as a corporate spokeswoman from 1998-2006, she realized there was a serious disconnect on how brands target this key demographic that holds so much purchasing power. She later served as a spokesperson for a toilet paper campaign and the company wanted the product to be called “toilet tissue,” and described it as “soft and durable.” This was a little jarring to Debroff. “Can you imagine turning to a friend and saying, ‘I’m really looking for some durable toilet paper?’” She knew what moms really want is bigger, endless rolls so they don’t have to buy it so frequently. “[Brands] represented to me the disconnect between marketing language and how we as moms think and talk, and really resonate with the things we’re looking for in making product choices.” As DeBroff’s business expanded, social media entered the scene giving marketing firms and companies a whole new way to connect with potential customers. When it comes to buying items for their family and household, research shows word of mouth plays a key role in women’s decision-making process. Females tend to trust the voice of those around them – friends, acquaintances, trusted mom bloggers, etc… and social media offers a great platform for companies to spread the word about their brand and products. Not to mention it’s often a less costly avenue than traditional advertising. Customers can now demand companies come to them on their social networks to get their business, versus companies forcing them to come to their Web sites. Companies also realized they needed to listen to feedback in order to really connect with their customers.

SCA toilet tissue now FSC certified | Pulp & Paper

SCA is re-launching Purex, New Zealand’s leading toilet tissue brand. The new Purex range is certified by the Forest Stewardship Council (FSC) guaranteeing that all pulp raw material is accredited as sourced from responsibly managed forests.

The new range also features the Environmental Choice New Zealand (ECNZ) certification, which has been on pack since October 2007, meaning that certified best practices have been used in the production of Purex to reduce impact on the environment. Moreover Purex is produced with geothermal steam at the Kawerau site instead of natural gases. This energy source achieves a 39 percent reduction in carbon emissions.

SCA’s tissue brand Purex is also stepping up its community support with an on-going partnership with New Zealand Red Cross. Purex is the sole sponsor of the Red Cross Annual Appeal.

"Caring for others and the environment is at the heart of the new ’Care that makes a difference’ Purex campaign," explains Anna Fatkina, Marketing manager for toilet and towel at SCA in New Zealand.

The re-launch campaign for Purex also includes a new logotype, a homepage and a new TV commercial.

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