A recent survey reveals that mothers are seeking more authentic representation in marketing, rather than the polished, idealized images often seen on social media. The study, conducted by Everyday Health Group, shows that while 79% of moms believe it’s crucial for brands to depict them realistically, only 46% feel that brands actually achieve this.
Many mothers expressed concern over the unrealistic standards set by advertisers, emphasizing that brands often focus too heavily on physical appearance, maintaining a hectic schedule, and keeping a pristine home. In reality, what matters most to them is safeguarding their mental well-being and that of their children.
Brands That Resonate
When it comes to brands that resonate with them, Amazon, Pampers, and Target are frequently cited as examples of companies that are “getting it right.” These brands make mothers feel secure and confident in their choices.
Survey Insights
The survey included 7,046 current and expectant moms, all aged between 18 and 54. It’s clear that while mothers appreciate the intention behind marketing, they crave a more genuine connection.
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Conclusion
In summary, the desire for authentic marketing messages is strong among mothers, who prefer brands that reflect their true lives rather than unrealistic ideals. While many brands aim to connect, there’s a significant gap between perception and reality that needs to be addressed.