Campaigns reflect on raw motherhood experiences for authentic appeal
Trend - 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 - 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.
Insight - 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.
Workshop Question - In what ways can your brand better tap into the rituals and challenges of your core consumer?
Trend Themes
1. 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.
2. 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.
3. 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
1. 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.
2. 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.
3. 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.
