New Study Shows Marketers Don’t Know Moms As Well As They Think

Eden Ames
American Marketing Association
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Key Takeaways

What? A Saatchi & Saatchi study finds a distinctive gap between marketers’ assumptions about mothers compared to the reality of their needs.

So what? Marketers attempting to reach out to moms may need to consider other factors that play into the value of a mother’s identity.

Now what? Avoid the stereotypical happy housewife when launching campaigns targeting mothers. With almost half of surveyed moms including “career” as a part of their identity, marketers need to abandon the preconception of mothers as stay-at-home moms which are now out of sync with reality. Marketers should view these as opportunities to communicate with a diverse target audience.

Marketers may be making all the wrong assumptions about mothers, according to a Saatchi & Saatchi report. The research, which surveyed 8,000 mothers of newborns to 17-year olds across China, Germany, Italy, India, Mexico, the U.K. and the U.S., suggest that there is a huge gap between what marketers think moms want compared to the reality of their needs.

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According to Australian news source B&T, marketers need to step away from outdated descriptions of motherhood that call it “the toughest job in the world.” Instead, Saatchi & Saatchi finds nine roles marketers should attribute to the value of a mother’s identity:

Career – 47%

Elder – 13%

Coach – 11%

Hero – 7%

Safe House – 7%

Fan – 5%

Playmate – 4%

Friend – 4%

Rule-breaker – 2%

With nearly half of moms playing the role of a professional, marketers need to reshape the way they’ve been perceiving mothers for the last several decades. Instead, as working mothers become the norm, marketers may get a better response from this segment by appealing to mothers’ many other roles.

Mary Mills, worldwide director of strategic intelligence at Saatchi & Saatchi, reminds marketers that bolstering the stereotype of motherhood as a sacred, nurturing responsibility may pressure moms even more rather than appeal or let alone encourage them.

“Avoid the ‘happy housewife,’ the one-dimensional caretaker, the striving perfectionist,” said Mills to B&T. “Motherhood is not an innate ability, and moms feel they never quite nail it, so remind her that mastery is not required.”

Read the original article on B&T.

Author Bio:

Eden Ames
Eden Ames is a digital content producer for the American Marketing Association. She may be reached at
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