Download - The truth about mums
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The truth about mumsChallenging our myths about marketing to mothers
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million women 18
Source: 2011 Census
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60 hours of chat and coffee
865 Women with children under 16
4.8m monthly visitors
Qualitative research
Quantitative research
Mumsnet community
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Source: IPSOS/Saatchi & Saatchi quantitative research, Nov 2013
Only
19% believe there are any examples of mums in advertising that they can
relate to
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“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
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Five myths
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Myth #1Motherhood defines mums
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Revelation #1
Mothers hate being labeled simply as a ‘mum’
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“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”
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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’
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Motherhood
is a role and
responsibility
not a life
John Lewis: Generations
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Myth #2Mums are‘practically perfect in every way’
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Revelation #2
Mothers ridicule perfection
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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%
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“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
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It’s messy out there –
but in a good way
Persil: Dirt is good
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Myth #3Mums are prudes
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Revelation #3
Mothers often have a dark and sometimes dirty sense of humour
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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%
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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.”
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Example
Stop treating her like a child
Old Spice ‘Old Spice made a man of my son’
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Myth #4Dads are
sideshows in the
parenting department
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Source: IPSOS/Saatchi & Saatchi quantitative research, Nov 2013
Revelation #4
Dads are full partners in
parenthood and increasingly seen
to pull theirweight
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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.
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“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
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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”
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Parenting matters to Dads and Dads
parenting matters to Mums
Robinsons – ‘Pals’
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Myth #5Motherhood is a
life of unrelenting
drudgery
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Revelation #5
Motherhood is the most fun you can have with your clothes on
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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%
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Why can’t we recognise that being a mum
can just be fun?
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The mum label hides the fault lines running through
motherhood
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MUM