When a baby is born, so is a mum.....

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Throughout the various stages of being a Mum, there is constant change, and the role involves different skills, emotions and needs at each phase of their childs life.

The secret to engaging mums and making sure you are designing successful products and marketing is to understand the emotional rollercoaster ride, celebrate the high points and support through the low points.


Whilst the “core” aspects of being a mum remain constant (irrespective of their age / age of their children), there are nuances unique to each stage of Motherhood. Mums at each of these stages are integral to “building and maintaining relationships”.  Understanding their lives at each stage is therefore crucial for any organisations targeting the Kids, Youth and Family market.

Mum is generally seen as the 'organiser' within the family and as such she is often the one to facilitate family gatherings. Many mums doubt they are fully appreciated throughout the year and for some there is a sense that they are “taken for granted”.

Mother and Son

Last month we celebrated Mother’s Day. This special occasion is viewed very favourably by our mums (of all ages) because, in the main, they receive the affirmation they love to hear from their children. There is a sense of knowing that when very young their children don’t really know this is what mum wants to hear. For those with teenage or older children, there is a hope that they realise how special Mum is to them and are confident enough to express this - they like having the chance to spoil mum. ALL agree that they would never not send a card…this is what they know their mum really values.

When conducting research it is really important to remember the differences and similarities of Mums at the varying stages in their journey of motherhood. We must ensure Mums are represented accurately and fairly. Too many brands are guilty of portraying Mums as 'perfect' in all of the different roles they perform, and this generally is not true. In addition, it puts Mums under significant pressure to live up to an 'ideal'.

By choosing the right methods that will promote open-ness, honesty and the nitty gritty detail and researching 'real, everyday' mums we can help brands to gain a clearer insight into their lives from both a practical and emotional angle. This knowledge will ensure your product / brand has the greatest appeal to Mums by showing you 'get it'.

To receive a full fact sheet detailing the role of 'mum' at each of the life stages, please email This email address is being protected from spambots. You need JavaScript enabled to view it.  or contact us here.

If you would like to discuss any aspects of this article or have any research requirements in the kids, youth and family market, please don't hesitate to give us a call on 01924 271842.




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Guest Sunday, 18 February 2018