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|Articles - May 2012|
|Monday, April 23, 2012|
Page 4 of 6
Aiming to be part of that dialogue, major brands are doing more than placing ads on mommy blogger sites or getting moms to blog about specific products — strategies many marketers say are already becoming passé. As Page puts it, today’s companies should “join the conversation, not interrupt it.” That philosophy informs Huggies’ “mom-inspired grant program,” which awards $15,000 to moms to help turn homegrown parenting ideas into innovative products. It also explains why gDiapers has 36,000 active Facebook fans and 500 parent posts a day on topics such as home births and breastfeeding. “Even though it’s a diaper brand, what’s bringing people to our site is that we’ve created a community of people who share similar values,” says president Kim Graham-Nye.
Mom-oriented companies are now building and targeting communities offline as well. Thus gDiapers hosts regular “gTeas,” and Schotland spreads the word about Plum District as co-president elect of her school’s PTA. Cynics might claim that such mom-specific community-building, along with a focus on “power moms” and the “mom market,” is simply another way to co-opt contemporary motherhood.
A hallowed political symbol, mothers have always been supported more in theory than in practice; their actual work, be it housework, childcare or business, is often dismissed or devalued. But the increase in women- and mom-owned businesses, and the values such companies embody, suggests the scales are beginning to tip in favor of maternal empowerment. Today’s flexible, networked, product-recommendation driven entrepreneurial culture is also about as close as it gets to a multi-tasking, advice-giving, and community-building mompreneur. Mothers are natural innovators, says Maria Bailey of BSM Media, noting “mompreneurship tracks closely when mom has a baby. Suddenly she has all this new need for products, and starts to see that the product she needs she can’t find.”
In the past, business has been slow to recognize and nurture that potential. Not today, when signs point to a society making way for the new, 21st century mother of invention.
Friday, May 22, 2015
BY JOE CORTRIGHT
How conservation stimulates the local economy.
Thursday, June 11, 2015
In 2014, total revenue for camping and day use in Oregon State Parks was a little more than $17 million. That figure may even higher this year "because we've had exceptionally nice weather," Hughes says.
Thursday, June 18, 2015
While most categories of commercial real estate have performed well, one of the most robust has been apartment buildings.
Monday, July 06, 2015
BY KATHERINE HEEKIN | OB GUEST COLUMNIST
Picking a business partner is not much different than choosing a spouse or life partner, and the business break-up can be as heart-wrenching and costly as divorce.
Friday, May 22, 2015
BY JACOB PALMER
A Power Lunch at Oswego Grill.
Thursday, May 21, 2015
BY JASON NORRIS | GUEST BLOGGER
Uncertainty is a part of doing business, whether in through the lens of investment opportunities and risks or the business of running an enterprise.
Wednesday, June 03, 2015
As part of our green workplaces story, Oregon Business checked out a community service project undertaken by Portland Youth Builders, a nonprofit alternative high school. In partnership with Whole Foods, PYB built garden boxes for a Home Forward housing site. Home Forward is a government agency that provides housing for low income residents and people with disabilities.
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Tonkon Torp helps seed sustainability at Gunderson.
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