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.
According to Australian news source B&T, marketers need to step away from outdated descriptions of motherhood that call it “the toughest job in the world.”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.