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The truth about mums

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A presentation challenging the myths that surround marketing to mothers. Based on research conducted by Saatchi & Saatchi for Mumsnet

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The truth about mums

  1. 1. The truth about mums Challenging our myths about marketing to mothers
  2. 2. million women18 Source: 2011 Census
  3. 3. 60 hours of chat and coffee 865 Women with children under 16 4.8m monthly visitors Qualitative research Quantitative research Mumsnet community
  4. 4. Source: IPSOS/Saatchi & Saatchi quantitative research, Nov 2013 Only 19% believe there are any examples of mums in advertising that they can relate to
  5. 5. “Here's a newsflash for all you advertisers. Please, I realise you all have targets to make, stereotypes to depict, money to count, but treat parents as intelligent people, not as just a parent” Source: Mumsnet/Saatchi & Saatchi qualitative research, 2013/14
  6. 6. Five myths
  7. 7. Myth #1 Motherhood defines mums
  8. 8. Revelation #1 Mothers hate being labeled simply as a ‘mum’
  9. 9. “They won’t remember the things that I taught them, they will remember the person I was” Source: Mumsnet/Saatchi & Saatchi qualitative research, 2013/14 “I would never define myself as a Mum, of course I am a mum but I like to see myself as an independent person”
  10. 10. Source: IPSOS/Saatchi & Saatchi quantitative research, Nov 2013 3/10 Only 23% of mothers are happy with people other than their families calling her mum mothers even agree that they are ‘me first and then a mum’
  11. 11. Motherhood is a role and responsibility not a life John Lewis: Generations
  12. 12. Myth #2 Mums are ‘practically perfect in every way’
  13. 13. Revelation #2 Mothers ridicule perfection
  14. 14. 74% say they have ever met a perfect mum Source: IPSOS/Saatchi & Saatchi quantitative research, Nov 2013 of mums agree that they aren’t perfect but they aren’t trying to be Only 9%
  15. 15. “We all suck the stains out of their rugby shirts and pack them back in the bag because we forgot to wash them.” Source: Mumsnet/Saatchi & Saatchi qualitative research, 2013/14
  16. 16. It’s messy out there – but in a good way Persil: Dirt is good
  17. 17. Myth #3 Mums are prudes
  18. 18. Revelation #3 Mothers often have a dark and sometimes dirty sense of humour
  19. 19. Only 30% Source: IPSOS/Saatchi & Saatchi quantitative research, Nov 2013 say that motherhood has made them more mumsy say that motherhood has made them more reserved Only 28%
  20. 20. Source: Mumsnet/Saatchi & Saatchi qualitative research, 2013/14 “Just because I’m a mum it doesn’t mean I’ve had a humour bypass operation” “It doesn't make me less of a mum with what comes out of my mouth! I swear, make jokes, and talk about sex more than the average person and it has absolutely no effect on my parenting skills.”
  21. 21. Example Stop treating her like a child Old Spice ‘Old Spice made a man of my son’
  22. 22. Myth #4 Dads are sideshows in the parenting department
  23. 23. Source: IPSOS/Saatchi & Saatchi quantitative research, Nov 2013 Revelation #4 Dads are full partners in parenthood and increasingly seen to pull their weight
  24. 24. Source: IPSOS/Saatchi & Saatchi quantitative research, Nov 2013 60% Only 25% say their partner is just as involved in parenting of mothers think that their partner isn’t doing enough around the house.
  25. 25. “The bumbling husband, clever wife adverts are just cringe-worthy. They were probably funny a few years ago but now it’s just another stereotype and a boring one at that” Source: Mumsnet/Saatchi & Saatchi qualitative research, 2013/14
  26. 26. Source: Mumsnet/Saatchi & Saatchi qualitative research, 2013/14 “I am not the only parent in my household there happens to be an adult male living here too who was equally involved in the creation of the small people. He is a fully functioning, responsible adult who is perfectly capable of being with – not looking after or babysitting his children”
  27. 27. Parenting matters to Dads and Dads parenting matters to Mums Robinsons – ‘Pals’
  28. 28. Myth #5 Motherhood is a life of unrelenting drudgery
  29. 29. Revelation #5 Motherhood is the most fun you can have with your clothes on
  30. 30. Source: IPSOS/Saatchi & Saatchi quantitative research, Nov 2013 60% say that the best fun they have is with their kids say that their kids are more fun to spend time with than most of the adults they know60%
  31. 31. Why can’t we recognise that being a mum can just be fun?
  32. 32. The mum label hides the fault lines running through motherhood
  33. 33. MUM

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