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Advertisers, Mums Don’t Want Your ‘Yogasms’

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Advertisers, Mums Don’t Want Your ‘Yogasms’

Picture this: A mum sitting on the couch ignoring her two young children painting her white walls in thick green paint because she appears to be having what could only be thought of as a ‘yogasm’, a near climatic experience as she enjoys a spoonful of yoghurt.

This was a commercial described to me by a fellow speaker at the M2Moms conference in New York. I mean, come on, who dreams this stuff up? Advertisers, please stop serving up ‘yogasms’ to mums.  It’s insulting.

My organisation has undertaken a survey of more than 1800 Australian mums in conjunction with a leading marketing academic from RMIT University in Melbourne. We wanted to better understand how Australian mums want to be communicated with so that we can assist brands to build better engagement and ultimately grow sales amongst this powerful consumer segment. Our key finding was that 63% of Australian mums felt advertisers didn’t understand them.

Get real.

Mums felt that some of the key mistakes brands are making included stereotyping, not being real and treating Mums are if they are all stupid. In the ‘yogasm’ example, it seems they got the trifecta. Firstly, most mothers work and by continuing to represent mums as stay at home, perpetuates old stereotypes. Secondly, believing that a mum would not intervene when her two kids are painting the walls seems to make mothers appear stupid. And thirdly, despite what that young hipster ad guy from your agency tells you, no mother enjoys a climatic experience when eating yoghurt, nor does she get much time to sit on the couch. It’s time to get real.

What you can do.

Marketers if you want to get serious about this powerful mum segment, it starts in your workplace. Do you have a mum on your team? Frequently when I am working with an all-male team, the small nuances are missed as well as a hell of a lot of sales. From my experience, it is the small tweaks to a marketing strategy which makes the sales difference.

The next question you need to ask yourself is, does your agency have mums working on your account? Adland is littered with many white, single, young men who really miss a deep understanding of mothers. It is critical you have the expertise of a mother or mum expert representing your brand.

Australian mums are demanding more from brands. It is time for brands to step up their understanding of the rapidly changing needs and motivations of different segments within the mum market. It’s time to stop the ‘yogasms’.

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