Mommy Republic: Understanding Filipino Millennial Moms by Edie Acedera and Kate Yu
Mommy Republic: Understanding Filipino Millennial Moms is a first-of-its-kind book written to help the industry better understand and serve a new generation of millennial moms in the Philippines. Based on proprietary quantitative research and countless in-depth interviews, authors Edie Acedera and Kate Yu introduce you to the fascinating psyche of millennial moms of today: a very inspiring and inspired generation of moms who are looking for more meaningful and targeted connections and brand experiences.
The work captures data from their large-scale generational study and creative questions designed to go beyond the obvious and the stereotypical. The work reveals insights on how to better enlist millennial parents as co-creators of brands and products and create a truly authentic brand experience that inspires trial and loyalty. An indispensable read on profiling, peppered with real human stories and surprising revelations to thought-provoking questions, this book helps marketers wishing to unlock the Philippine market by better serving the powerful new generation of millennial moms.
About the Authors
Edie Acedera is one of the founders of Mommy Republic, an online marketplace to help mom-business owners meet quality-conscious mom buyers.
Acedera spent almost sixteen years of her career life in the fields of Marketing and Consumer and Market Insight. After graduating from the University of the Philippines College of Business, she spent two years at Procter and Gamble Philippines and three years in Unilever BestFoods Philippines. Later on, she decided to specialize in the field of Consumer Insight by spending a year in Millward Brown Philippines, a Research Agency focused on Advertising Testing and Brand Tracking.
However, she found her way back to Unilever. During her stint in Consumer and Market Insight, she had been given the opportunity to understand people living in different parts of the world. Working in the Regional Team for Foods and some Personal Care categories, she got the chance to observe and study consumers in the very diverse Asian region covering countries such as China, India, Indonesia, Vietnam, Thailand, Malaysia, and the Philippines.
In addition to her experience in marketing, Acedera had been a part-time Lecturer for several years at the UP College of Business Administration, teaching Marketing and Advertising subjects.
Kate is Edie’s co-founder at Mommy Republic. Like Acedera, Yu also worked for Procter and Gamble (P&G) and Unilever as a marketer. After graduating from the UP College of Business, she worked in local, regional, and global marketing roles, ranging from laundry to beauty to luxury color cosmetics.
Acedera and Yu’s first brand, Mommy Republic (www.mommyrepublic.com), was launched when they decided to take the leap and leave their careers to explore alternatives outside of the corporate world. Their shared brand’s purpose is to help “mompreneurs” scale their online businesses and provide time-strapped mom buyers access to unique, award-winning products.
Aside from Mommy Republic, Yu is also the founder of My Joyful Jumble (www.myjoyfuljumble.com), a brand created to bring joy and empathy into parenting journey. It provides entertainment and celebrates the joys of parenting without the pressure to project perfection.
Mommy Republic, published by Anvil Publishing, is now available at all National Book Store and Power Books branches nationwide.
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