Marketers Don’t Know How To Market To Mums: Saatchi & Saatchi Study

Marketers Don’t Know How To Market To Mums: Saatchi & Saatchi Study

Marketers have clung to stereotypes of the pious, busy and maternal role of motherhood for too long, this is the takeaway from a global study by Saatchi & Saatchi.

The studyMoms and Marketing: IRL (In Real Life), researched nearly 8,000 mothers with children ranging from newborns to 17-year-olds in China, Germany, Italy, India, Mexico, the U.K. and the U.S. (including U.S. Hispanics).

According to the survey, more than half of respondents feel that marketers don’t understand them, and are instead talking to an outdated view of motherhood. The study identified a huge gap between what marketers think mums want and how mums actually feel:


The study found marketers need to stop portraying motherhood as the “toughest job in the world” and “sacred”. Instead Saatchi & Saatchi identified nine unique roles which mums value and which marketers can tap into to reach mothers more effectively.

The study found mums spend most of her time playing theses nine roles:

  • Carer (47 per cent)
  • Safe house (7 per cent)
  • Coach (11 per cent)
  • Fan (5 per cent)
  • Playmate (4 per cent)
  • Rule breaker (2 per cent)
  • Friend (4 per cent)
  • Hero (7 per cent)
  • Elder (13 per cent)

“Each of these roles provides your brand and business with relatively uncontested territory in which to engage mums,” said Mary Mills, worldwide director of strategic intelligence at Saatchi. So, marketers should change things up and market to the many different roles that mums play.

“Avoid the ‘happy housewife,’ the one-dimensional caretaker, the striving perfectionist,” said Mills. “Motherhood is not an innate ability, and moms feel they never quite nail it, so remind her that mastery is not required.”

To download the study, click here. 

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