How evolving moms are forcing marketers to ditch stereotypes and face reality

“Mummy, I’m hungry,” says a boisterous child, and the ever smiling mother whips up a mouthwatering dish in “Just two minutes”. For a long time, this has been the stereotypical portrayal of mothers in ads – patient, loving, indulgent caregiver, nurturer, putting family above all else, and doing all this with a smile on their face and looking as fresh as a daisy.

The times have changed now – women are today taking on multiple roles beyond the one-dimensional role of a mother. Today, the mother doesn’t hesitate to discipline her child for doing something wrong, teaches her son to share household work from an early age, encourages her daughter’s sporting ambitions, challenges her son to give his best without allowing him any slack.

With the changing times, the mother-child bond has also undergone a remarkable transformation, shaping not just family dynamics, but also influencing marketing strategies worldwide. As women take on multifaceted roles, including that of a mother, brands are navigating this evolution by redefining how they communicate and connect with this diverse and dynamic demographic.
On the occasion of Mother’s Day this year, Adgully delve deeper into how brands are adapting their strategies to resonate authentically with today’s modern mothers and are trying to steer away from stereotypes.

Mom-child bonding and marketing strategies

Chakravarthi NV, Director – BabyCare, Himalaya Wellness Company, observed, “In recent years, the relationship between mothers and their children has evolved with a focus on mutual growth and understanding. This shift influences marketing strategies by promoting more authentic and relatable content that acknowledges mothers as multidimensional individuals, not just caregivers. Brands are increasingly portraying mothers as proactive, informed decision-makers, which reflects in campaigns that are both empowering and emotionally resonant.”

Speaking on how brands are adapting and acknowledging this shift, Abhishek Gupta, CMO, Edelweiss Tokio Life Insurance, said, “Earlier, the mother’s role primarily revolved around taking care of her children’s basic needs like food and daily routines, while matters like careers were often left to fathers. However, over time, mothers have taken a significant role in these aspects as well. They are now equally involved not just in their children’s daily lives, but also in their careers, schooling, and college experiences. For the marketing community targeting mothers, this shift means they can no longer focus solely on health and childcare. Brands are adapting by acknowledging and recognizing the multiple roles mothers play – from managing their own work to being actively involved in their children’s lives, including discussions about careers. This journey of acknowledgment, recognition, applause, and elevation of roles is reflected in how brands are adopting digital strategies to connect with modern mothers.”

Adapting Brand Communications for Multitasking Mothers

Brands are recognizing that modern women often juggle multiple roles and are, therefore, tailoring their communications to reflect this reality. “Marketing messages are becoming more inclusive and supportive, highlighting products and services that offer convenience, efficiency, and reliability. Brands are also using storytelling that celebrates these multitasking abilities, which resonates deeply with mothers who see themselves in these narratives,” noted Chakravarthi.

Megha Goel, Chief Human Resource Officer, Godrej Properties, highlighted some initiatives by Godrej Properties, and said, “By implementing meaningful interventions at crucial junctures in their professional journey, we not only foster inclusivity and diversity, but also pave the way for a future that is inherently fair and equitable for all. These interventions not only support the career advancement of working mothers, but also contribute to a culture where everyone, regardless of gender or background, has equal opportunities to succeed. One such initiative unique to Godrej Properties is the launch of CREW – Collective of Real Estate Women; A National Collective of Women Professionals, aimed at empowering women in real estate, construction, and allied sectors.” As per the Pink Collar Skilling report, India sees only about 2% women executives in construction and real estate companies, and less than 2% reach the top leadership positions. Due to pre-existing systemic biases and gender based differential growth trajectories, the infrastructural sector remains a deterrent rather than a preferred sector for Indian women.

Speaking about the initiatives taken by Tata Projects, MD & CEO, Vinayak Pai said, “At Tata Projects, inclusion is key. Initiatives like the ‘On Her Shoulders’ Campaign celebrate women and working mothers, highlighting their strengths, resilience, and contributions to India’s infrastructure. SCIP and women hiring campaigns promote gender diversity, offering leadership workshops, D&I training, mentorship, and a supportive, inclusive workplace for career growth.”

Engagement with Mothers in the Digital Age

Chakravarthi highlighted that in the digital era, brands are connecting with mothers through personalized platforms like social media, apps, and online forums. This extends beyond ads to content marketing, influencer collaborations, and community programs, offering support, education, and entertainment. Digital tools enable targeted communication, addressing the varied needs and interests of today’s mothers.

Edelweiss Tokio Life Insurance’ Abhishek Gupta believed that most brands and marketers understand the importance of following customer trends. “As customers increasingly embrace digital platforms, brands are doing the same. However, this is just scratching the surface. Delving deeper into digital reveals a focus on special interest groups and areas that interest today’s women. Brands align with these interests, filtering down to nuanced consumer behaviours in specific areas. Insights from customer interactions guide this process, leading to actionable insights. This shift in communication strategy now emphasizes personalized targeting, where each segment is treated as unique. This approach, known as personalization, allows brands to connect with modern mothers on a more individual level,” he added.