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Do Hockey and Soccer Mom Brands Share Goals?

Isn't the moms' adverse reactions to being stereotyped in itself a stereotype? Nobody likes to think of themselves as a stereotype but they exist for a reason. I think that these moms do fit into the demographics as they have been identified but they are just upset that they can be so well classified.

Waren S, Marketing Consultant - September 15, 2008

Technically I am a soccer mom, but who wants to be classified when the stereotype has such a negative connotation. I think that if marketers can remold the stereotype into something true or aspirational, they would do much better. How about this: educated, successful, engaged (as in her marriage, career, current affairs), green, stylish. Hockey Mom is worse than soccer mom. Who wants to aspire to that?

Cheryl V., Director of Marketing - September 15, 2008

The very fact that a "hockey mom" is being described as eing so very different from a "soccer mom" illustrates why the stereotyping doesn't work.

Often these mom's are one and the same... their kid (boy or girl) plays soccer in the summer and hockey in the winter...

Regardless of which sport their kids play... they share a desire to support their kid(s) as they take on a new challenge. Oh. And. they. Are. Women. Good enough reason to paint them with the same brush?

I. Don't. Think. So.

jane fraser

jane fraser - September 15, 2008

pascale, senior marketing manager - September 15, 2008

Should these marketers paid attention to the fact that people change over time, so do their preferences and the things they appreciate. Gone is the age where "soccer mums" are not career women. They still are there but they have so much more going on than just watching their Kids play soccer or hockey.Our jobs as marketers is to find the new attributes appreciated by these women and Excel in delivering to them.Nyengeterai,

Nyengeterai Makaruse, Client Services Executive, Beacon Research - September 16, 2008

It is interesting the intro to this article alludes to consumers being brands themselves. This turns the table on the traditional thinking. Corporate brands must begin to consider the customers as brands as well. May be even initiate a branding campaign for their consumers. Crazy?!
This is as problematic as it is true. Though the geopsychodemograhic profile of these customer brand may be diverse, I understand they share similar values in terms of service, intergrity and consistency

Gbenga Adetimehin, Medical doctor - September 16, 2008

Just because our culture produces people with the attention span of gnats, and who are told that they need quick sound bytes to understand a concept quickly doesn't mean that the labels we force onto groups have a shred of validity.One can't profile a soccer mom with a neat package of any depth. And hockey mom is simply another attempt to telegraph a concept. There is no such thing as a typical soccer/hockey mom. And quick, clever labels do no one any justice: pit bulls are put down more than any breed, for the same reason many politicians are perceived to be low-life scum: viciousness, impatience, poorly controlled behavior and a trail of innocent victims.

Jack Cuffari, Owner, Jack Cuffari Consulting Services - September 16, 2008

I think that you need to look beyond the "blue collar" stereotype of a hockey mom in past. If you do more research, you will find that what it takes in time committment and expense, especially in travel hockey can cost up to $15,000 per year, per player, depending where you live. I have found many very educated and wealthy parents in hockey rinks, especially in areas that require a lot of travel. It is amazing who you will find there, especially in the middle of the day. Parents are extremely committed to it and the development of their programs.

Virginia Hennigar - September 22, 2008

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