They are easy to identify and categorize. They all have similar needs: diaper care, nutrition, laundry products, and sleep. This all makes it easy for the U.S. marketing world to lump new moms all together as they figure out how to speak to them.

The problem is, not all new moms look alike. For years, the way to categorize this “segment” of society was to group them by age. New moms are 22-34, right? Except that age expectation kept moving in one direction or the other. Eventually, smart marketers figured out that an 18-year-old mom does not act like, look like, or have the same needs as a 42-year-old mom.

Marketers, do not lose hope . . . and moms, rest assured we are identifying many of your stories.

Take Mary.* She’s a single mom of a toddler, with no family in her town and few resources for help. Any time she or the baby got sick was a nightmare, lessened somewhat by the convenience offered by her local Wal-Mart drive-through pharmacy service. She’s expanded her use of similar services using an app for advance ordering of groceries, with easy drive-through pick up.

Then there’s Margaret, who is a stay-at-home mom without daily access to a car. Enter grocery delivery, and her world has changed. These services are not just empty convenience, in other words. They are game changers for moms. What’s more, the new convenience story for moms isn’t showing any sign of stopping. For example, you can now use Amazon’s Echo as a sort of nursery assistant. It has integrated with a system from baby electronics company Project Nursery, allowing you to order supplies, answer parenting questions, and play music.

Moms can also get fresh, organic baby food delivered to their doorstep from a company called Little Spoon. Their foods feature optimized nutrition aimed to meet a balanced set of needs, and they are reportedly adding personalized meal programs that can be modified as the baby grows.

Let’s talk about Leigh, who bought into an in-home business opportunity selling hair care products, much as previous generations sold Tupperware. Her advantage, however, is she is able to network using social media, sharing stories, photos, and sales. She does this in spite of a new baby in the house and is part of the growing number of “mompreneurs.” The business world is paying attention to these women, since they’ll need new solutions for everything from childcare to workspaces. We’re seeing it already in Detroit’s “Mama Hub,” which offers co-working spaces just for moms.

Convenience and entrepreneurship, of course, aren’t the only things moving quickly in the world of moms. As we continue to apply technology across all aspects of life, moms are finding new ways to monitor and engage in wellness—physical and mental. Momsense is a smart breastfeeding device that tracks a baby’s consumption; TempTraq lets moms easily measure the temperature of their baby; and Nod, a baby sleep training app, are all part of a new wave of tech-centric gadgets aimed at leveraging technology to make motherhood easier.

Finally, when it’s time to get out, the Babyrific app will help find baby and kid-friendly activities and events near you. The service is designed to help with playtime and helps to find unique new things to do with your child. While currently focused on Seattle, the platform is planned for expansion.

Yes, new moms are a target—in many cases, a target for innovation and new ways to meet their needs and those of their babies.

*Aggregate scenarios of real moms.

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