The 5 Characteristics of a New Generation Mom

Tricia, a wife, Mom of 2 and entrepreneur, describes her morning routine as fast-paced but fun. Over breakfast, she checks her Blackberry for important emails while making sure her 5-year-old daughter is ready for school. Her husband then kisses her goodbye before heading for the office. Then Tricia checks with Yaya to make sure her 9-month-old son has taken his vitamins and is set for his morning bath. Tricia then goes off to her morning Yoga class.

Tricia epitomizes the New Generation of Moms today. In this fast-paced, digital age, she is able to balance her work, personal time and advocacies, while making sure that family remains her top priority. She efficiently manages her various responsibilities, relying on her support system from Lola to Yaya to help care for her family and utilizing technology to keep in constant touch with the stakeholders in her personal and professional life. She is always ahead of the game, knows the latest news and trends and shares these experiences with her friends and family.

Inspired by how the Moms of today have evolved, Johnson’s® baby, the country’s leader in baby care for over 50 years, partnered with Advertising Agency BBDO Philippines, to learn more about the New Generation of Moms.

As detailed by BBDO Philippines General Manager Francine Khan-Gonzales, who helmed the study,  “We conducted an extensive study over desk research, home visits, shadow shopping and focus group discussions to know what makes these moms tick. We learned what their typical day was like, their sources of information and their advice for other Moms.”

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The results of the study brought to light that this new generation of Moms can be characterized according to five remarkable traits.

1. Active seeker
She actively seeks new and improved ways to care for her children. She reads about the latest in nutrition, educational systems and baby products to ensure that her children always receive what’s best. She’s not afraid of challenging the traditional and is first to adopt what’s new if it is more beneficial for her family.

2. Multi-role manager
She knows that there’s more to life than being a Mom, that’s why she happily juggles her other roles like wife, entrepreneur, friend, fashionista and adventurer. She maintains her individuality while keeping in mind that her family is top priority.

3. Has an efficient support system
She lives by the saying that “It takes a village to raise a child.” She relies on her support system to help care for her kids from her hands-on hubby, helpful Lolas and efficient Yaya. She does not, however, surrender all her duties and rather relies on such support to allow her to be the kind of Mom she wishes to be.

4. Empowered by technology
She uses technology as both a resource and a tool. She’s constantly on the Internet to search for new vegetable recipes or arts and crafts ideas. She shares the same information with her fellow Moms on Facebook or Pinterest. Her iPad is loaded with videos and games to keep her kids entertained.   

5. Highly-expressive originators
She takes pride in being the “first to know” and the “first to share.” She is quite discerning in her discoveries and choices for herself and her family. And when she has a great, new find, she shares with her fellow Moms, who love hearing about this.

Armed with the deep knowledge and understanding of this New Generation of Moms, Johnson’s® baby likewise continues to evolve to address every mom and baby’s changing need.

As explained by Johnson’s® baby Associate Marketing Director Rezel Aquino, “We stay true to our commitment to partner with every mom to give her baby only the best from Day One to Everyday. That’s why we proudly launch New Generation Care for New Generation Moms, a new line of product innovations that will empower the moms of today to care for their babies in a new gen way.”

Indeed, this is testament to Johnson’s baby’s vision to care for generation after generation of Moms and babies from 100 years back, today and into the future.

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Johnson’s Baby Top-to-Toe Self-foaming Wash: Gentle cleansing in a new foam format
Did you know that newborn skin is 40% thinner than adult skin? This is why it absorbs and loses moisture at a faster rate, making it prone to dryness. It is much more delicate and fragile, and therefore needs special care.

When giving baby a bath, his skin can be stripped off its essential moisture due to harsh ingredients found in some skin cleansers or even with just bathing with water alone. That’s why babies need a cleansing product that is specially designed for their delicate skin.

Knowing these insights on newborn care, Johnson & Johnson developed Johnson’s® baby Top-to-Toe™ Self Foaming Wash, specially designed to gently cleanse your newborn from top to toe.

Johnson’s® baby Top-to-Toe™ comes in a unique self foaming format that lathers instantly to a fine and delicate foam in one pump. It provides a high quality foam that gives a cushioning effect, leaving baby’s skin soft and smooth.

Baby’s Bath time, now made more convenient
And because Johnson’s® baby Top-to-Toe™ Self Foaming Wash lathers instantly to a foam, it rinses off baby’s skin, easily keeping bath time shorter than usual. The bottle is designed for mom to pump foam with one hand only, and gently bathe baby with the other.

Gentler care with the gentlest wash from Johnson’s
Johnson’s® baby Top-to-Toe™ Self Foaming Wash is the gentlest wash from Johnson’s. It has a CLINICALLY PROVEN MILDNESS® seal and is pH-balanced for baby’s skin. It’s free from known irritants such as soap and alcohol to keep the natural moisture of baby’s skin. Its unique NO MORE TEARS® formula is a guarantee that it will not harm your baby’s eyes, and that it is as mild as pure water.