Award-winning advertising agency Baldwin& brought us in to help an e-commerce brand that had lost its way reconnect with its reason for being—young moms.

Ad agencies are known for pushing products, but when done right, advertising can also be a force for good. Our friends at Baldwin& discovered that the market research team working on this engagement lacked diversity, so they were looking for help filling the gaps with a team who understood women of all shapes, sizes and backgrounds.
  • Research
  • Audience Profiles
  • Consulting

Managing mommy moments

Our task was to ensure that no unintentional biases had made their way into the research or creative work. We quickly discovered that they had.

As an extension of the team, we collaborated closely with Baldwin& to identify and address any gaps, providing recommendations and insights to guide the brand strategy, messaging, and creative direction.
Right away we discovered that the initial audience segments were limited and exclusionary, neglecting nearly 25% of potential customers. For example, the selection criteria only considered "articulate" participants and completely excluded non-binary individuals and same-sex couples.

We addressed the gaps by highlighting exclusionary practices in the research criteria, reshaping the audience profiles, and providing audience insights throughout the entire creative process, from research and positioning to messaging and stimulus development.

Reshaping the perception of a mother by bringing a fresh perspective to the table.


of babies born in the U.S. are to foreign-born mothers.


of U.S. Hispanics identify as Afro-Latinos.


of U.S. mothers are single moms.

We chose to work with Tote + Pears because of our shared company values and our deep desire to use business as a force for good. As part of that commitment, we sought to center underrepresented audience insights in our research and marketing for our clients. Not only did Amber and her team bring unique perspectives to the table, they wowed us with their business smarts, cross-category experience, and creative and strategic partnership.

Ashley Yetman, Co-CEO and Partner, Baldwin&


25% of Gen-Zers expect to change their gender identity at least once during their lifetime.


50% of mothers (4 in 5 of Black mothers) are the breadwinners for their families.


74% of Black adults, 59% of Hispanics and 56% of Asians say race is a core piece of their identity.

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