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Motherhood - it's not a job

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The slide from the Keynote I delivered to Mumstock 2015. It reveals the eight key emotinonal roles mums seek to play in the lives of their families. Emotional roels that bradns would do well to understand and contribute to for greater success in marketing to mums.

Published in: Marketing
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Motherhood - it's not a job

  1. 1. #mumstock Have your say Previously at Mumstock …
  2. 2. #mumstock Have your say 5 myths 5 revelations 5 tips
  3. 3. Myth #1 Motherhood defines mums
  4. 4. Myth #2 Mums are ‘practically perfect in every way’
  5. 5. Myth #3 Mums are prudes
  6. 6. Myth #4 Dads are sideshows in the parenting department
  7. 7. Myth #5 Motherhood is a life of unrelenting drudgery
  8. 8. #mumstock Have your say Marketing tends to see motherhood as a job, an activity, or a series of chores
  9. 9. No woman has a child because she wants another job
  10. 10. #mumstock Have your say “Brands are completely unaware of what parenting is all about – it’s about love, it’s about everything that you can’t buy not everything that you can.” Source: Mumsnet/Saatchi & Saatchi research, 2014/15
  11. 11. #mumstock Have your say Cleaner Chef Entertainer Driver Carer/nanny First-aider Events organizer Accountant Source: Chessington World of Adventures, ‘Summer Holiday Mum: 23 Professions, 13+ Hour Days, 7 Days a Week’, August 2010 Gardener Waitress Personal shopper Chamber maid Teacher Counsellor Administrator Hairdresser Dental hygienist Dog walker Project Manager Artist Travel Agent Security Guard Interior Designer 23 Professions, 13+ Hour Days, 7 Days a Week
  12. 12. #mumstock Have your say 84% of mothers agree: “marketers treat motherhood as an activity, filled with things that I have to do and not a meaningful relationship with my kids.” Source: Mumsnet/Saatchi & Saatchi research, 2014/15
  13. 13. An emotionally complex relationship not an activity
  14. 14. #mumstock Have your say Still less a job.
  15. 15. Motherhood is about being not doing
  16. 16. #mumstock Have your say Week long mobile ethnographies Quantitative study 1,022 mothers Online community
  17. 17. #mumstock Have your say Rebellious Fun Playful Creative Present Proud Inspired Special Understanding Cool Silly Happy Entertained Amazed Loving Trusted Important Impactful Helpful Knowledgeable Experienced Admired Supporting Respected Needed Comforting Safe Control Encouraging Talented Balanced Confident Strong Reliable Stability Source: Mumsnet/Saatchi & Saatchi research, 2014/15
  18. 18. Safe HouseHero Rule Breaker Creative Partner in Crime Experienced Impactful Reliable Safe StrongEncouraging Successful Confident Cool Admired Rebellious Special Control Knowledgeable CoachFriend Stability Fun Silly Playful Entertained Proud Inspired Amazed Helpful Trusted Needed Respected Comforting Carer Happy Important Loving Accepted Present Impactful Fan Understanding
  19. 19. Safe HouseHero Coach Carer
  20. 20. Carer Being there in the moment of need
  21. 21. Source: Mumsnet/Saatchi & Saatchi research, 2014/15 “When you become a mum you realise that your kisses are ‘magic’ – they can make anything feel better.” #mumstock Have your say
  22. 22. Coach Being there when you aren’t there Coach Being there when you aren’t there
  23. 23. #mumstock Have your say Source: Mumsnet/Saatchi & Saatchi research, 2014/15 “My son said to me ‘how do you know if a stranger is good or bad?’ And I tried to teach him how to use his gut instinct and the things he could look out for in order to tell.”
  24. 24. Hero Being who you want them to be
  25. 25. #mumstock Have your say Source: Mumsnet/Saatchi & Saatchi research, 2014/15 “They won’t always remember the things that I taught them but they will remember the person I was.”
  26. 26. Safe House Being there at the end of the day
  27. 27. #mumstock Have your say Source: Mumsnet/Saatchi & Saatchi research, 2014/15 “Your role is to help your child through their childhood, teenage years and beyond. I still really appreciate that my parents are there for me and would drop everything to help me if I needed it.”
  28. 28. Rule Breaker Partner in Crime Friend Fan
  29. 29. Friend Being on the same level
  30. 30. #mumstock Have your say Source: Mumsnet/Saatchi & Saatchi research, 2014/15 “Sometimes you realise what your kids need most from you is just to be their friend.”
  31. 31. Fan Enjoying them and the mark they make
  32. 32. Partner in Crime Getting down and dirty
  33. 33. #mumstock Have your say Source: Mumsnet/Saatchi & Saatchi research, 2014/15 “Generally being a knob seems to entertain my kids. I love that we laugh together all the time.”
  34. 34. Rule Breaker Being more than a hard arse once in a while
  35. 35. #mumstock Have your say Source: Mumsnet/Saatchi & Saatchi research, 2014/15 “I love the look in my kids’ eyes when I let them break the rules – it’s like ‘What? Really?’ – lots of excitement and I like to do that for them sometimes.”
  36. 36. Safe HouseHero Rule Breaker Partner in Crime CoachFriend Carer Fan Being there in the moment of need Being there when you aren’t Being there at the end of the day Being who you want your child to be Being on the same level Getting down and dirty Enjoying them and the mark they makeBeing more than a hard arse
  37. 37. #mumstock Have your say Source: Mumsnet/Saatchi & Saatchi research, 2014/15 A3. And how important would you say each of the following roles are in terms of being a mother? Base: 1000 Mums of children aged 0-17 76% 57% 71% 71% 47% 39% 47% 24% 22% 39% 27% 26% 46% 51% 47% 40% Carer Coach Role Model Safehouse Friend Playmate Audience Rule Breaker Not at all important Not very important Quite important Very important Hero Partner in Crime FanCoachCarer Safe House Friend Rule Breaker All roles are equal, though some are more equal than others
  38. 38. #mumstock Have your say Source: Mumsnet/Saatchi & Saatchi research, 2014/15 A matter of time A1. Of all of the roles listed below, which do you spend most of your time doing as a parent? 34% 20% 15% 9% 9% 8% 4% 1% Carer Coach Role Model Safehouse Friend Playmate Audience Rule BreakerHero Partner in Crime FanCoachCarer Safe House Friend Rule Breaker
  39. 39. #mumstock Have your say Source: Mumsnet/Saatchi & Saatchi research, 2014/15 Heroes and Partners A2. For each can you tell us whether this is something that you wish you could be doing more or less of? Base: 1000 Mums of children aged 0-17 15% 12% 16% 15% 15% 18% 13% 12% 44% 51% 54% 43% 47% 57% 53% 48% 37% 31% 26% 35% 34% 22% 29% 25% Carer Coach Role Model Safehouse Friend Playmate Audience Rule Breaker Much less A little less Same A little more Much more Hero Partner in Crime FanCoachCarer Safe House Friend Rule Breaker
  40. 40. #mumstock Have your say Source: Mumsnet/Saatchi & Saatchi research, 2014/15 Heroes and Partners A2. For each can you tell us whether this is something that you wish you could be doing more or less of? Base: 1000 Mums of children aged 0-17 15% 12% 16% 15% 15% 18% 13% 12% 44% 51% 54% 43% 47% 57% 53% 48% 37% 31% 26% 35% 34% 22% 29% 25% Carer Coach Role Model Safehouse Friend Playmate Audience Rule Breaker Much less A little less Same A little more Much more Hero Partner in Crime FanCoachCarer Safe House Friend Rule Breaker
  41. 41. Safe HouseHero Rule Breaker CoachFriend Carer Fan Partner in Crime
  42. 42. Safe HouseHero Rule Breaker CoachFriend Carer Fan Partner in Crime
  43. 43. Safe HouseHero Rule Breaker CoachFriend Carer Fan Partner in Crime
  44. 44. #mumstock Have your say Functional roles Provider Home maker Doing A job Emotional roles Participant Rule breaker Being A relationship
  45. 45. Go play!

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