A recent survey reveals that many mothers feel that advertising often misses the mark by depicting an idealized, tidy, and fit version of motherhood that doesn’t reflect their actual experiences. According to a study conducted with 7,046 current and expectant moms by Everyday Health Group, a significant 79 percent believe it’s essential for brands to portray them realistically. However, only 46 percent feel that brands are achieving this.
Moms express that there’s a noticeable disconnect between how brands present them and how they view their own lives. Many feel that advertisers focus heavily on appearances, keeping children entertained, and maintaining spotless homes. In reality, mothers are more concerned about safeguarding their mental health and that of their kids.
Brands that resonate with moms include Amazon, Pampers, and Target, which are seen as companies that understand and reflect their values. This insight is crucial, especially for brands aiming to connect with Gen Z and Millennial parents. Casual, relatable marketing that speaks like a conversation among friends tends to win hearts.
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In summary, mothers are seeking authenticity in marketing messages, preferring brands that reflect their true experiences rather than an unattainable ideal. The survey highlights the importance of genuine representation and connection in advertising to resonate with modern moms.