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Brief Published: 20 Nov 2017

US Mums Want Advertisers to Keep It Real

Some 59% of US mums prefer ads showing stories about real families

US mums want advertisers to portray the unglamorous side of motherhood along with the beautiful moments, according to a November 2017 report from global market research company Mintel. 

  • Tell It Like It Is: US mothers appreciate brands that reveal the reality of motherhood. Six in 10 (59%) US mums prefer advertisements showing stories about real families and just under half (46%) like ads to depict the less glamorous side of motherhood. "Brands interested in portraying an unvarnished 'real' take on motherhood should consider how their efforts can balance the challenges with the pride and joy that mums experience raising their families," said Dana Macke, Mintel's senior lifestyles and leisure analyst. 
  • Make It Funny: Brands need to have a sense of humour to appeal to US mums. The most popular advertisements among this cohort portray humorous parenting moments, and 60% picked these as their favourite. Only 10% said they enjoy adverts featuring celebrity mums.
  • Power Up: Empowering themes also fare well with this audience. Two in five (41%) prefer ads showing mums balancing their responsibilities successfully. Adverts spotlighting working mums also resonate, particularly with single mothers – 54% said they like these best.
  • Embracing Digital: Mums view technology as more helpful than harmful when it comes to achieving their parenting goals. A third (33%) use social media to find tips from other mums and a quarter (26%) agree that apps keep them organised.

For more on the attitudes and values that unite modern mothers, see High-Speed Families: New Dynamics.