How American Moms Compare to Moms Around the World

As the CEO of BSM Media, BSM Media the largest mom influencer network in America, and author of Marketing to Moms, I’ve spent years studying moms as consumers across the globe.

If you want to succeed in marketing to moms, you can’t just look at US consumer behavior. Today’s moms, especially Gen Z who were raised with a global mindset. They learn from each other online, they share across borders, and they influence brand choices worldwide.

Here are a few lessons I’ve learned while comparing American moms to their global peers:

Moms Share Core Values Everywhere

No matter where I’ve traveled, moms care about health, safety, value, convenience, and solutions. Whether it’s a mom in Europe handing her toddler fruit or an American mom buckling her child into a car seat, the priorities are strikingly similar.

Marketing takeaway: campaigns built around safety, nutrition, and peace of mind resonate universally.

Moms Put Kids First

At a Disneyland breakfast in France, I watched mothers load their children’s plates before taking a bite themselves. It’s the same behavior I see in American moms: kids come first.

Marketing takeaway: brands that align with a child’s well-being earn trust faster.

Work and Family Balance Differs

In the US and Canada, working moms dominate. In other regions, women re-enter the workforce at different rates and stages of motherhood. These moms face the same balance challenges American moms tackled decades ago and continue to manage today.

Marketing takeaway: products and services that ease the work-family juggle will be increasingly valuable abroad.

The Global “Word of Mom”

Thanks to technology, moms don’t just influence locally anymore. They swap advice, rally around causes, and drive trends across borders.

Marketing takeaway: mom influencer marketing and digital conversations now cross-cultural lines. Smart brands listen and join in authentically.

 Why It Matters for Brands

Moms drive household spending everywhere. If you want to understand mom consumer behavior, you need to see the global picture—not just the American one.

At BSM Media, we help brands build marketing programs for moms and families that work in today’s connected world. From influencer campaigns to retail activations, we know how brands that market to moms can connect authentically and grow.

Ready to rethink your strategy? Let’s talk. 📩 Maria@bsmmedia.com