Brands have been urged to adopt a more sophisticated approach to marketing to mums.

According to research carried out by Saatchi & Saatchi for Mumsnet, 58 per cent of mothers believe marketers depict motherhood as a series of chores instead of a meaningful relationship.

Justine Roberts, chief executive of Mumsnet, noted that women do not “transform into hygiene-obsessed drudges” as soon as they give birth.

“Brands are rightly happy to portray dads being spontaneous, individual and expressing their joy in their families, but they seem to struggle to do the same for mums, which feels like a missed opportunity,” she commented.

Ms Roberts acknowledged that many mums spend more time dealing with domestic tasks than dads. However, she said they are not enthused by marketing campaigns suggesting they are defined by their choice of floor soap.

Ms Roberts described the portrayal of mothers in promotional drives as “one-dimensional” and said it would be refreshing to see them depicted in a different light.

For instance, she said it might be good to see them “breaking the rules, having fun with their kids, even just looking happy rather than harassed”.

Richard Huntington, chief strategy officer at Saatchi & Saatchi London, added that being a mother is often not the job that marketers believe it to be.

He stated that while there is clearly an element of “hard graft” involved, this is not the reason people choose to have babies.

Mr Huntington said this means there is “huge territory” to exploit that marketers are so far ignoring, as brands could start a conversation about how they can help mums fill the emotional requirements of being a parent.

More than half of the mums polled said they would like to be described as loving by their children, while four in ten would like to be seen as fun. Meanwhile, nearly two-thirds expressed a desire to play with their children more and be seen as a friend rather than just a parent.

Emotional roles are the key to reaching mums, Marketing Week

Posted by Robin McCrink