The German Institute for Japanese Studies invites you cordially to our next DIJ FORUM on

Thursday, 27 September 2012, 18.30 h
Dave McCaughan, McCann Worldgroup, Director of Truth Central

The Truth About Mothers

How are women around the world coping with, learning about and sharing information they need or encounter to become ideal mothers? Would you believe 50 percent of them say they would rather give up their engagement ring than their mobile or PC connection? Based on an eight year research project entitled “Real Mothers” in Japan, in addition to this current study involving over
40 focus groups across 14 countries and an extensive survey of over 9,000 mothers in eight countries, this project delves into the nature of the “Mommy Economy”
and the ambitions and desires of today’s mothers.

This lecture will help your understanding of:
1. The role that today’s mothers see themselves
playing;
2. Their abilities, desires and readiness to share
information conducive to their social worth;
3. How mothers of Japan, China, USA and other
countries compare in coping with the balancing act of life, understanding them as triathletes in the way they are taking on the convergence of their roles of ‘family-me’, ‘self-me’, and ‘work-me’.
Dave McCaughan is General Manager of McCann Worldgroup in Japan, and Director Truth Central, McCann’s global research and insights group. He has been living in Asia for eighteen years, the last eight in Japan and throughout that time has been managing the development of ongoing studies into people’s lives and desires and needs that lead to consumer behavior.

The lecture will be given in English. It will take place on Thursday, September 27, 2012 at 6.30 p.m. at the DIJ. Admission is free, please register at:
forum[at]dijtokyo.org or
Deutsches Institut für Japanstudien
Jochi Kioizaka Bld. 2F, 7-1 Kioicho, Chiyoda-ku, Tokyo
102-0094
Tel: 03 - 3222 5198, Fax: 03 3222 5420