• by Richard Whitman , Columnist, January 7, 2016

Saatchi & Saatchi conducted a global study called "Moms and Marketing: IRL (In Real Life) which surveyed 8,000 mothers with children across the U.S., UK, China, Germany, Italy, India and Mexico. 

According to the survey, 51 percent of the moms feel most of the advertising directed at them is outdated, doesn't understand their needs and doesn't effectively connect with them. Respondents noted they are not fond of marketers who position motherhood as a job and refer to it as "the toughest job in the world." 

Of the results, Saatchi & Saatchi Director of Strategic Intelligence Mary Mills said, "Yes, there are brands confidently exploring the rich world of motherhood in all its glory: P&G and Unilever. But the reality is one of the reasons they are so famous is because there are so few."

Of the study, Mills added: "Motherhood is about being, not doing. Sure, there is a lot of 'doing' involved, and we aren't saying otherwise. But the aim of every mum is surely to be a good mother, not to do well at motherhood." In other words, motherhood is a state of being, not a job. 

In addition, mothers are not fond of being held high like they have achieved something no other human could ever possibly achieve. Mills explains, saying: "Don't focus on perfection. Avoid the 'happy housewife,' the one-dimensional caretaker, the striving perfectionist. Motherhood is not an innate ability, and moms feel they never quite nail it, so remind her that mastery is not required."

Advice to marketers and agencies: stop portraying motherhood as a job and focus more on the notion of care giving, coaching, elders who guide their children through life and possessors of valuable wisdom to be passed on to children.