6. The result is that marketing
struggles to connect with mums
7. Only 19% of British mothers
claim there are any examples of
mums in advertising that they can
relate to
Source: Saatchi & Saatchi quantitative research 2014
18. “I can empathise with many of these groups as I
have been divorced and I have twin daughters
in their teens of which one is dyslexic. I have
suffered a miscarriage and the death of a
younger sibling. My step son is in a multicultural
marriage and my children are mixed race. All of
which are important factors in my family’s life.”
Source: Ipsos Connect quantitative research, open ended question, 2016
19. Some are more defining than
others in their experience of
motherhood
24. A great deal of
value is off
limits to
one child
families
2.5m mums
25. “I find it hard to shop for a single child, I have a
lot of waste in my house”
“Its always mum, dad and 2 children or 1 parent
and two children. There is no option to reduce
the child”
Joanne
26. Package holidays
are a life saver for
families with children
that have special
needs
1.4m mums
2nd most intense
27. “There are brands I would repeatedly use
because of reliability and trust e.g. First Choice
and Thompson holidays. They are all as it says
on the tin. I have to be able to say to my
daughter this is where we’re going, what we’re
doing…it reduces her anxiety if I can keep her
calm, the family is calm ”
Kadra
29. “I’m finding I’m wearing a little more make up
these days, so yeah I am buying more, I’ve
never bought primer before, so I bought a
Benefit primer and a BB cream”
Manon’s friend
30. It’s time to be
positive about
lone parenting
2.3m mums
4th most intense
31. “Being a single mum makes you more
motivated to do well in your career. I’m the only
one that they are financially dependent on. It’s a
massive motivation – I’ve progressed over the
years because that’s what I felt necessary. It’s
quite a positive thing, not a negative thing”
Helena
32. “The more you step back and embrace
complexity the better chance you have of finding
simple answers and its often different to the
simple answer you started with”
Eric Berlow, Ecologist, TED 2010
38. “I’d love to collaborate. Anything that could help a
family like mine, a child like mine, or a parent like
me. These companies that make these decisions,
they don’t know everything - you can only learn from
experience. If you have that experience you can
pass it on and learn from it.”
Kadra
41. “They’ve not caught up with the times. It
would be good if they had a single parent
and a child, then a single dad or gay
parents. Maybe even grandparents who
raise the children”
Michelle
45. “A lot of ads look like they have been made by
people who don’t have a clue what it’s like to be
me. There must be, they can’t have an entire
advertising industry without having mums
involved but it doesn’t show”
Monique