Moms really want this Mother’s Day is a Simple ‘Thank You’

 Moms really want this Mother’s Day is a Simple ‘Thank You’

Procter & Gamble Report Reveals 55% Surveyed in India expressed appreciation to their Moms infrequently

New Delhi, May 10th, 2012: She holds our hands when we fall down…she stays up nights whenever we are in need… she exudes radiance through all the big or small successes of our life…There are no words enough to describe a mother! While her tireless days towards our well being never ends, do we even take a step, as simple as saying “Thank You Mom”? According to the first-ever survey commissioned by Procter & Gamble (P&G), and conducted by independent research agency Ipsos, to measure attitudes towards mom gratitude across Asia;

55% of respondents in India expressed appreciation to their Moms infrequently and

Only 45% of the respondents in India expressed gratitude towards their moms regularly

P&G, the company behind household brands like Olay, Pampers, Tide, etc. is in the business of making life easier for moms every day. As the company that knows and understands moms, P&G commissioned a study by independent research agency Ipsos, to find out if moms in Asia are well appreciated for their sacrifices and contributions to their families. The study covered 3,000 respondents through online and face-to-face interviews across 12 countries: Australia, China, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, South Korea, Thailand, Singapore and Vietnam.

The ties that bind a mother and child traverses globally. A fact well represented in the research finding that brings to light the fact that all 12 countries consistently reported similar results for “very close/ close” relationships with their Mom; the closest bonds being witnessed in India & China wherein with 96% of respondents agreed that they share very close/close relationship with their moms.

However the research uncovered interesting attitude and behavioral patterns amongst Indians when it comes to showing their gratitude to their moms: 

·         While Indians share strong relationship with their moms and 97% of respondents agree that their moms have made many sacrifices, only 45 % of the respondents regularly expressed gratitude towards their moms

• Findings also illustrates that majority of respondents from all countries are willing to make same sacrifices in future, as their own mothers did for them.
• India and China leads this finding with 92% respondents emulating this spirit. This proves the fact that mothers have played the role of the most influential person in their children’s lives. However, in Japan, only 34% of respondents are willing to go down the same route as their mothers.

Appreciating Moms and Mother’s Day

The first thing that often comes to mind when one thinks of doing something special for mom is on Mother’s Day. There are actually many more occasions and ways to thank moms. These differ from country to country depending on their cultures and local practices. 

• While 67% of the respondents in India think that the idea of Mother’s day is great to celebrate and thank Moms,57% have never celebrated Mother’s Day with their Mom.
• When asked the best way to show appreciation towards their moms; 45% of respondents felt the best way to appreciate their Mom was to give her something she liked
• When asked moms whether they have ever received gifts from their children on Mother’s Day, only 36% reported to receive something they liked during Mother’s Day .

·         Moms also said that becoming a mother made them more appreciative of everything their own mums had done for them. 69% of Moms “appreciate it more” what their Moms have done after being a Mom themselves and almost two thirds (64%) think that it is difficult to be a Mom.

Do moms deserved to be thanked?

When asked what occasions do they think their moms deserve to be appreciated for, the survey unveiled differences between countries:

o    Most of respondents in Japan cited moms deserve to be appreciated when they are preparing meals, doing household chores or giving parental advice

o    Most of the respondents in China chose ‘when she treats me out’ and doing household chores as occasions where they think their moms deserve to be appreciated.

o    In India, most of the respondents thought moms deserve to be appreciated when they are giving parental advice

•           The survey highlights different ways of showing appreciation to moms:

o    About half of all respondents (51%) felt that giving their moms something they like was the best way to express their appreciation for their moms; this was followed by 19% of respondents who felt a simple ‘thank you’ was the best way.

o    A surprising 28% of all respondents said they would show appreciation for their moms publicly, with South Korea and Malaysia leading at 45% and 42% of respondents respectively.

This survey is an extension of the P&G Thank You Mom campaign launched in April 2012 honour and thank not just the moms of Olympic athletes, but every mom who does whatever it takes to make her child’s life the best it can be.

Spurred by these results, P&G took this opportunity to also announce a program wherein consumers can give their moms the gift of thanks by buying P&G products during the months of April, May & June. Through the ‘Thank You Mom’ Campaign P&G’s urges consumers to send in their mothers’ wishes to P&G and enabling the company to fulfill some of the most heart-warming wishes. Consumers can also share their wishes across different mediums:

Online via Facebook on http://www.facebook.com/ThankYouMomIndia, via calling-in to Radio Channels, by giving a Missed Call on the number 08030050099 and in Malls in select cities via P&G kiosks.

Neha Dhupia said “The first thing that often comes to mind when one thinks of doing something special for mom is Mother’s Day. A P&G survey also reveals that while 67% of the respondents in India think that the idea of Mother’s Day is a great way to celebrate and thank moms, 57% have never celebrated Mother’s Day with their mom. However, I feel there are actually many more occasions and ways to thank our moms. My mom has been my biggest inspiration and the key motivation behind me in becoming a successful model and actress. I would like to thank my mom each day for making me an achiever today, and would request you all to do so with the help of P&G’s unique platform - the “Thank You Mom” campaign.”

“Traditionally, across many cultures in Asia, mothers are considered to be the backbone of the family. But according to the P&G survey, it has come to light that 55% of Indians thank their mothers infrequently, and do not acknowledge the sacrifices they make. I’m very thankful to P&G for addressing this, and in turn giving us an opportunity to show our gratitude towards our moms. It is an honour for me to be involved with this great movement that recognizes moms across the country, and acknowledge their every day efforts to help their children succeed. My mom has been my philosopher and guide in every step of my life. I urge everyone to express gratitude towards their moms by fulfilling a wish for them this Mother’s Day”, said Prachi Desai.

“P&G’s purpose is touching lives, improving life; and with our long history of doing this, we have come to know and understand moms. Our brands have a positive impact on the lives of moms every day. The P&G Thank You Mom campaign goes beyond the impact of our brands and aims to encourage people to celebrate and thank moms simply, yet meaningfully,” said P&G spokesperson.

About P&G

P&G is one of the largest and amongst the fastest growing consumer products companies in India. Its presence pans across the Beauty & Grooming segment, the Household Care segment as well as the Health & Well Being segment, with trusted brands that are household names across India. These include Vicks, Ariel, Tide, Whisper, Olay, Gillette, Ambipur, Pampers, Pantene, Oral-B, Head & Shoulders, Wella and Duracell. P&G operates under three entities in India, two listed entities ‘Procter & Gamble Hygiene & Health care Limited’ and ‘Gillette India Limited’, as well as one 100% subsidiary of the parent company in the U.S. called ‘Procter & Gamble Home Products’. Please visit www.pg-india.com for further details.