Brands fail to represent mothers, warns research

The report goes as far as to say that current campaigns are outdated and tend to represent the 1950 homeworker. This needs to change as 94 per cent of married mums have all the retail power – being the main grocery buyers in their households.

Campaigns need to get behind the idea that mothers are just as tech-savvy, with 40 per cent doing all their shopping online. 

Rachelle Headland, managing director of Saatchi & Saatchi X explains that “it’s all too tempting to think of the frazzled mum, trying to manage her weekly shop with a couple of bored children running uncontrollably through the aisles. But add to this their recession-trained, technology enabled buying sophistication and you have a very powerful segment of the population driving a totally new shopping culture. 

“The pace of change is fast, and the industry is investing heavily in new technologies and formats, and yet we are positively lethargic towards truly understanding the needs of our number one shopper in almost every sector.”

Sue Macmillan, commercial director at Mumsnet, said: “By making the effort to truly understand the range of contemporary mums’ concerns and aspirations – rather than, as has traditionally been the case, simply bundling the entire demographic into a one-size-fits-all image of motherhood rooted in the 1950s – brands are able to engage authentically with this influential consumer group.”

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By Shané Schutte

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