According to a recent survey, mothers desire marketing that reflects their true experiences rather than the polished, often unrealistic portrayals seen in advertising. The study, conducted by Everyday Health Group, highlights a significant gap between how moms view themselves and how brands depict them.
Key Findings
A striking 79% of mothers believe it’s essential for brands to present them authentically. However, only 46% feel that brands actually accomplish this. Many moms express frustration with advertising that focuses heavily on appearance, maintaining a spotless home, and keeping children constantly engaged. Instead, their primary concern revolves around safeguarding their mental health and that of their children.
Brands such as Amazon, Pampers, and Target are recognized as those that resonate well with mothers, as they manage to portray realistic experiences.
Survey Methodology
The survey included 7,046 current and expectant mothers, aged 18 to 54, with children aged up to 8 years. The findings indicate a call for brands to shift their marketing strategies to better align with the realities of motherhood.
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To Summarize:
Mothers are seeking more authentic representations in advertising, with a majority feeling that current portrayals are far from their realities. With brands like Amazon and Pampers leading the way, the market is slowly shifting. For those exploring parenthood through non-traditional means, resources and communities are available to support you on your journey.