• by Joe Mandese  @mp_joemandese, May 10, 2023

Horizon Media Wednesday broke the second annual edition of its "The Mother Of All Titles" campaign celebrating, you know, mothers.

The largely social media activation includes a LinkedIn component encouraging users to update their profiles and profile pictures:

A #TheMotherOfAllTitles hashtag for sharing personal stories about moms.

And a tag for calling out a friend and/or moms:

And some original research, surveying moms on how workplaces can do a better job of accommodating their needs:

• 61% believe there are misconceptions surrounding maternity leave.  The #1 misconception (40%) is that it is a “vacation.”

• 59% view flexible working hours as "extremely important.”  This is ranked as the #1 most important benefit across all groups of working moms.  However, only 34% currently have this benefit through their employer.

• 50% indicate flexible work-from-home/remote policies as "extremely important."  Only 31% say this is currently offered by their employer.

• 45% believe that having lactation support (access to a lactation room and/or lactation consultant/doula via insurance) is extremely important.  Only 27% have access to any of these services through their employer.

• 42% say back-to-work transition options after maternity leave is "extremely important."  Only 14% have access to this benefit through their employer.

• 41% view providing recommendations for last minute and sick childcare as “extremely important.”  Only 13% say that this is currently offered by their employer.

• 35% view childcare credits/subsidies as "extremely important."  Only 10% say this is a benefit currently offered by their employer.

• 34% deem support options for children with special needs/learning disabilities as "extremely important."  Only 8% say this is a benefit currently offered by their employer.

• 33% cite childcare options outside of school hours as "extremely important."  Only 9% say this is a benefit currently offered by their employer.