![]() ![]() Kids benefit from going along for the ride. And advertisers would be wise to appeal to her. The pre-motherhood self does not simply evaporate, replaced by the selfless devotion to others and instant knowledge of laundry cycles, sheet pan dinners, and where the extra AA batteries are. In no way does this diminish the role of motherhood in a person’s life. That was made clear in our survey when 9 out of 10 mothers said they wanted to be portrayed in roles other than mom. Motherhood isn’t everything.Įven to moms. Building a family can happen in many ways and acknowledging that is important. Half of adoptive mothers are between 40-44 years old. Not all moms give birth.Īround 140,000 children are adopted by American families each year. Consider her experience when you think of who’s buying your products. Glad the little one is 10 and I can move on to the rest of my life now!” Moms of newborns are not all 26.Įven if your brand focuses on the newborn segment, it’s good to remember that over 100k babies are born to women over 40 every year in the United States. Sure, there are moments and phases of waxing and waning intensity-a mother’s sleepless nights can be caused by colic, a party you only vaguely know about, or an upcoming medical school match day-but no one will say, “Whoa, being a mom was rough. But so is the experience of all those other groups. This is not to say that Millennial and Gen Z motherhood isn’t important. Now, Gen Z does get a mention or two, but GenX? Boomers? Not so much. Google how to market to moms and just about everything that comes up is about millennial moms. Here are a few reminders about the motherhood experience for our friends in the marketing departments: You never stop being a mother. Their opinions varied in some cases, but they remained largely united on one topic: advertisers are consistently missing the mark. They were women in lots of different life circumstances. Women of all ethnicities and salary levels. Women who are home with the kids, and women who are the primary earners. The moms were in cities, the suburbs, and the country. ![]() These mothers we interviewed spanned all kinds of demographics. ![]() This could be because over half of the moms we spoke to said advertisers were getting their motherhood experience wrong. 9 out of 10 mothers would like to see themselves shown in roles other than mom. When Fancy surveyed 500 women over 40 about their feelings concerning advertising and marketing, what they thought advertisers were getting right-and not so right, we made an important discovery. There is more to her thoughts, her emotions, her life, than simply being a mother. By the time a mother is in her forties (no matter how old her kids are), she’s seen a lot and done a lot, and that experience cannot be ignored. ![]()
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