NO PIES ARE PERFECT: UNDERSTANDING MILLENNIAL MOMS
July 31, 2014 — Multitasking Millennial Mothers. Now, that’s a mouthful. In our Frank About Women study, Single Sway: A Driving Force of New Female Consumerism, we revealed how women really feel about the way advertisers portray them. Enter the “Millennial Mom,” a growing segment often overlooked by marketers. With the majority of new mothers being millennials, there’s an entire community that’s often misjudged, their voices drowned out by millennial assumptions.
According to recent surveys, 42% of Millennial Moms feel that “most advertising and marketing is not geared toward women like me.” Why is that? As marketers, we have to find the root cause of these sentiments based on the mindset of a Millennial Mom.
“Today’s moms are overwhelmed and under pressure. You’d think with more working mothers, the demands to be a Supermom would abate. Instead, the demands have gotten greater. Now we’re seeing a backlash to this extreme pressure on moms to be perfect.”
– Pamela Stone, Ph.D., editor of the academic journal Mother and professor of sociology at Hunter College
No longer are the Kelly Ripa commercials for Electrolux the representation of the ideal parent. In the spots, Ripa dances around a spotless home hosting parties and doing loads of laundry with ease, all while accompanied by twinkling pop music. “Electrolux: Be even MORE amazing!” But we all know this “supermom” is a ruse; Kelly Ripa isn’t fooling anyone with her picture-perfect story. It lacks the authenticity that millennials look for. Millennial Moms want someone who embraces the hectic reality and embraces their imperfections.
Take Tina Fey’s Everyday Moments spots for American Express. Where Ripa twirls through her laundry room with a fresh load of linens, Fey hides in hers for some peace and quiet to get work done. She speaks candidly to one cashier about her “ch-acne” (“Chin-acne — some people say I have the chin of a teenager!”) and drops off her dry cleaning, including the coat she’s wearing, after a sudden, sticky-fingered mishap. Fey juggles kids, her profession and her own sanity in these spots, but she also doesn’t hide behind any sort of glamorized sparkle. And while she isn’t a millennial, it’s her candid attitude handling the stress and craziness of life that makes her more relatable than the robotically efficient Stepford wife of yesteryear.