This week, Ingrid joins Phillip & Brain to talk about her impressive baby registry, different mommy personas, and how monoculture is affecting their kids.

Instacart for CMOs and Podcasts

Ingrid helped contribute to Kiri’s new book: “The power that Instacart unlocks has never really been in the hands of retailers or brands. In the year 2020, it has gotten significantly more advanced in the ways we’re able to actually market to a new consumer.” - Ingrid
“I think to stand out in podcasting is the same challenge to stand out in the brand world… it’s all suffering from the same challenge, which is there’s too much of it.” - Phillip Jackson
“Discoverability is so hard that having this one kitschy thing is a way to stand out. I don’t know if it’s the way to stand out forever and be durable, but it certainly grabs people’s attention.” - Phillip Jackson

Pandemic Pregnancy and the Enthusiast Economy

Ingrid is pregnant and has dug into research and registries.
“[Being pregnant] is sort of the ultimate enthusiast economy because once you have your baby, there’s no going back. You become an enthusiast.” - Brian
Ingrid goes into different types of moms: the sustainable minimalist eco mom, the boujee mom, and the Target mom - all of which have marketing geared towards them.
Ingrid explains her own choice anxiety, giving the differences between her detailed registry versus a friend’s simplified, non-brand specific registry.
Monoculture has died. In reference to children: “The only things that are relevant are the things that are influencing them at this exact moment.” - Phillip Jackson

Links

Check out Kiri Master’s new book Instacart for CMOs on Amazon and listen to our latest episode with Kiri.
Check out our newest report, Vision 2021.

If you have any comments or questions about this episode, you can reach out to us at hello@futurecommerce.fm or any of our social channels. We love hearing from our listeners!

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