One in five mums do not relate to how they're represented in advertising, according to Saatchi & Saatchi research for Mumsnet released today. It found that the cliches of motherhood being endless
drudgery with the occasional moment of pride or fun, often provided by a clown dad, are out of date. Women need to be treated as individuals and motherhood needs to be treated as good fun. Women, the
research concludes, are more likely to fit into a traditional wealth, class, education or geographic demographic than a modern grouping based on number of children and whether they have returned to
work.
Read the whole story at Marketing Week »
