Mothers Matter: Be Inclusive
Mothers mean business! 70% of employed mums are working full-time, despite having children under three-years-old according to WGSN's 2019 report on Progressive Motherhood.
Here in the UK, Our expensive childcare system is a challenge. In turn, British mums are turning freelance. The Association of Independent Professionals and the Self-Employed (IPSE) spotted a 70% increase of freelancing mums between 2006 and 2015. That's 15% of all freelancers! It's no wonder we're partnering with so many "mumpreneurs". At Buttercrumble, we design for children-focussed organisations. We must respond to the needs of mothers, through inclusivity and warmth. Let's help new mums strike a balance with being a mother and achieving their career dreams.
According to the 2017 research paper "Parenthood and Productivity of Highly Skilled Labour", new mothers are productive and the responsibility of parenthood gives them a stronger commitment to work. Moreover, they pride themselves on being conscientious. All are fantastic skills for running a business!
Boots UK’s 2018 Advert (created by Ogilvy) celebrated the unique role of motherhood in the lives of different family members. It showed how mums are individuals!
So, how can you connect with this important audience? We believe it's a case of understanding who the modern mother aspires to be. Communications should show support for a proud and brave woman. Let's celebrate their achievements and strength.
Motherhood is increasingly being portrayed in the fashion, music, television industries and across social media. This reflects the fact that mothers seek brands that match their views on empowerment. We need to reimagine modern motherhood by remembering that not all mothers are the same. It's a diverse collection of amazing people that have experienced life-changing events.
No matter whether you're a tech-giant or a savvy fashion house, you can communicate to mothers through innovative and thoughtful services and products. How are you catering for mums?
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