Brands are swapping the "perfect mother" trope for a more realistic approach
For decades, advertising towards mothers has placed unrealistic expectations on them, creating a "perfect mother" model that defies actuality. Brands are beginning to acknowledge the falsities they have been pushing, and are now representing more realistic images of motherhood. This shift follows the rise in mothers with personal brands who have been able to represent their reality on their own terms, with companies realizing they must replicate the more authentic approach of these emerging influencers.
Workshop Question - Are there areas where your company is lacking in progressive thinking and representation? How can you overcome this?
Trend Themes
1. Realistic Motherhood - Brands are creating ads that celebrate maternal resilience and offer profanity-laced satire to appeal to perfectly imperfect millennials.
2. Alternative Maternal Marketing - Wine companies like Mommy's Time Out Wine are targeting a specific market with humorous names and casual packaging.
3. Family-centered Products - Companies like Teleflora are expanding their audience with campaigns that celebrate women and families outside of traditional stereotyping.
Industry Implications
1. Marketing - Companies should take the chance to represent the more authentic approach of emerging influencers to appeal to specific audiences.
2. Wine and Beverages - Wine companies should consider targeting specific markets with humorous names and casual packaging.
3. Flower Delivery Services - Flower delivery services have an opportunity to expand their audience with campaigns that represent women and families outside of traditional stereotyping.
