Category
Lifestyle
Assisted Choices
Trend cluster
Category
Unabashed
Motherhood
Campaigns reflect on raw motherhood experiences for authentic appeal.
3.8
Trend score
Trend
What is the Unabashed Motherhood trend?
Unabashed Motherhood: Choosing not to sugarcoat the real life experiences of what it means to be a mom, brands are shedding light on the more challenging aspects of raising children. From referencing the physical impact of giving birth to the stress that comes with taking care of newborns, these examples are showcasing the everyday rituals and responsibilities of parents.
Insight
The consumer insight behind the Unabashed Motherhood trend
For women in particular, carrying and raising a child is a rewarding but grueling process. Though progress in equality has been made, North American women still carry the greater burden of childcare in two-parent homes, on top of responsibilities like home upkeep and professional development. Brands that tap into this often under-served demographic are able to appeal via authenticity--by speaking to the realities and triumphs of modern day motherhood rather than glamorizing it.
Trend themes
Themes within the Unabashed Motherhood trend
Three behaviours holding the trend together01
Authentic Motherhood Campaigns
Brands are shedding light on the more challenging aspects of raising children in order to appeal to moms who feel under-served and connect with them through realism.
02
Redefined Motherhood Campaigns
Campaigns are updating tired depictions of motherhood by showcasing a diverse group of women outside of motherhood, challenging stereotypes and inspiring women to embrace their dual identities.
03
Authentically Documented Motherhood Campaigns
Brands are employing Pulitzer prize-winning photo journalists to authentically document the daily life of a mother and her children, highlighting the difficult, beautiful, and mundane moments of motherhood.
Industry implications
What the Unabashed Motherhood trend means for industry
Where the trend changes the playbookFor
Marketing
Marketers can tap into the often under-served demographic of mothers by designing campaigns that resonate with moms on a real and emotional level.
For
Consumer Goods
Consumer goods companies can meet the needs of mothers by providing solutions to the everyday challenges of raising children and offer authentic portrayals of motherhood.
For
Photography
Photographers can use their craft to authentically document motherhood and create stunning portraits that challenge stereotypes and celebrate the diverse and inspiring lives of mothers.
Workshop question
In what ways can your brand better tap into the rituals and challenges of your core consumer?
Trend signals
Trend signals for Unabashed Motherhood
Trend score 3.8 out of 10, from popularity 63%, activity 41%, freshness 8%.
Popularity63%
Activity41%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Unabashed Motherhood trend
5 featured examples from May 11, 2017 to May 14, 2019CategoryPop Culture
Authentic Post-Childbirth Campaigns
Mothercare's Newest Campaign Champions 'Body Proud Mums'
Opportunity for companies in the maternity and baby product industry to design products that cater to diverse body types and address post-childbirth needs.
CategoryLifestyle
Messy Mother's Day Ads
Brawny Gave Children Snapchat Spectacles for Its New Mother's Day Ad
Using innovative advertising techniques to highlight the effectiveness of paper towels in real-life situations.
CategoryMarketing
Redefined Motherhood Campaigns
Elvie's 'A Mother and More' Campaign Updates an Outdated Image
Opportunity for marketers to create campaigns that celebrate diversity and multifaceted identities, challenge stereotypes and promote inclusivity
CategoryMarketing
Authentically Documented Motherhood Campaigns
Dove's Beautifully Real Moms Campaign is Unfiltered
Incorporating authentic visuals and narratives in advertising messages to resonate with a larger audience and encourage consumer trust.
CategoryMarketing
Chaotic Mother-Celebrating Commercials
Walmart's Ode to Motherhood Erupts in Complete Chaos
Disruptive innovation opportunity: Develop and market products that address the specific challenges faced by parents, such as time-saving gadgets or sustainable baby care items.
