# Unabashed Motherhood Campaigns reflect on raw motherhood experiences for authentic appeal. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Feb 28, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/unabashed-motherhood ## Key Figures - Trend score: 3.8/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: May 11, 2017 to May 14, 2019 - Published: Feb 28, 2019 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Unabashed Motherhood trend ### 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. ### 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. ### 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. ## What the Unabashed Motherhood trend means for industry ### For 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 for Unabashed Motherhood Trend score 3.8 out of 10, from popularity 63%, activity 41%, freshness 8%. - Popularity: 63% - Activity: 41% - Freshness: 8% ## Examples of the Unabashed Motherhood trend 5 featured examples from May 11, 2017 to May 14, 2019. - [Authentic Post-Childbirth Campaigns](https://www.trendhunter.com/trends/body-proud-mums): Mothercare's Newest Campaign Champions 'Body Proud Mums' (Category: Pop Culture) Implication: Opportunity for companies in the maternity and baby product industry to design products that cater to diverse body types and address post-childbirth needs. - [Messy Mother's Day Ads](https://www.trendhunter.com/trends/messy-mothers-day): Brawny Gave Children Snapchat Spectacles for Its New Mother's Day Ad (Category: Lifestyle) Implication: Using innovative advertising techniques to highlight the effectiveness of paper towels in real-life situations. - [Redefined Motherhood Campaigns](https://www.trendhunter.com/trends/a-mother-and-more): Elvie's 'A Mother and More' Campaign Updates an Outdated Image (Category: Marketing) Implication: Opportunity for marketers to create campaigns that celebrate diversity and multifaceted identities, challenge stereotypes and promote inclusivity - [Authentically Documented Motherhood Campaigns](https://www.trendhunter.com/trends/doves-beautifully-real-moms): Dove's Beautifully Real Moms Campaign is Unfiltered (Category: Marketing) Implication: Incorporating authentic visuals and narratives in advertising messages to resonate with a larger audience and encourage consumer trust. - [Chaotic Mother-Celebrating Commercials](https://www.trendhunter.com/trends/walmarts-ode-to-motherhood): Walmart's Ode to Motherhood Erupts in Complete Chaos (Category: Marketing) Implication: 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. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)