Rise of Mom 3.0: The Changing Face of Motherhood in India
Jasravee Kaur Chandra
Integrated Brand Management Leader I Insight & Innovation Specialist I Podcaster I Writer
A mother is iconic. She's celebrated in myths, poems, songs, and even used to sell products. But have we ever stopped to ask how she feels about all this?
Motherhood is an ever-evolving journey, and today's moms are breaking stereotypes and redefining what it means to be a mother. In India, the most populous nation in the world, the influence and power of moms are more significant than ever. This blog explores the metamorphosis of motherhood, highlighting the new mindset of mothers – Mom 3.0 – and the implications for brands aiming to connect with this dynamic demographic.
I. The Mom Mystique: A Lucrative but Complex Segment
Lets look at the influence and power of moms as evident in numbers.
There is the temptation to think of moms as a homogenous consumer segment, easily defined by the life stage demographics and corresponding mindset. But the reality is far richer.?
The Many Shades of a Mom: A Journey Through Generations
Motherhood has evolved across generations, from the unwavering support of Baby Boomer "Rock" moms to the multitasking prowess of Gen X "Juggler" moms. With the constant evolution Mom 3.0, is redefining motherhood on her terms.
Onscreen vs. The Real: Motherhood on Screen
Bollywood has long portrayed mothers as martyrs or sacrificial figures. Recent portrayals have started offering more nuanced and realistic representations.
II. The Mom on the Shelf: Rethinking Motherhood in Advertising
Remember that commercial where Mom effortlessly whips up a gourmet meal while simultaneously calming a fussy baby and helping with homework, all with a perfectly coiffed hair and a dazzling smile? Yeah, me too.
The truth is, many ads still rely on these tired stereotypes of motherhood. But here's the good news: some brands are finally ditching the dusty script.
Imagine the Kellogg's Mom as a healthy eating ninja, empowering her kids to make smart choices. The Lifebuoy Mom raising intrepid little explorers, not afraid to get messy. Surf Excel celebrates the joy of messy play (because learning happens everywhere!), while the Bournvita Mom is the ultimate supportive coach, inspiring a healthy competition.
We are done with the myth of the perfect mom; the image of the selfless martyr, sacrificing everything for her family. Her self-worth is not defined by the spotless clothes or perfectly balanced meals. Today's moms are multifaceted individuals, deserving of their own space and interests.
Frankly, these submissive, one-note characters are a yawn. They don't grab attention, and they definitely don't help brands stand out.
III. Stepping Off The Pedestal : Introducing Mom 3.0
Mom 3.0 is here, and she is 1 She is redefining motherhood on her terms, embracing her imperfections and focusing on personal growth alongside her family responsibilities. Lets look at some evidence and manifestations of it.
1. Prioritising Themselves: Ipsos Mothering Excellence Study
The comprehensive qualitative study conducted in 11 Asian markets to understand Mothering Motivations showed that there is a shift *(from 2015 to 2018) in Indian and Asian mothers. In their quest to be role model moms, they are turning ‘Me Focused’ from being ‘Child Focused’.?
*Quoting the Country Service Line Head of Ipsos: “With the mom playing a more active and assertive role, she wants to be the best version of herself, in all her roles, including that of being a mom. So, being a good mom is about being her best self. Along with her family’s happiness she is focusing on her own happiness, fulfilment, identity and strengths and this positive mindset is a shift from the conventional role of the mother who always puts the family first.
....Further the study shows, there is a stronger expression for the need of freedom, experimentation and exploration as moms. The conscious need to make the experience of being a mom enjoyable”
2. Conscious Parenting: Rise of the child as the mentor
Dr. Shefali a clinical psychologist and an NYT bestselling author of ‘The Conscious Parent’, ‘encourages Moms to be present with their children, treating them as individuals’.
‘Conscious Parenting is about surrendering to the wisdom of who the child is, who they are yet to become and what they can teach the mother about herself in the process.’
Alongwith, Mom 3.0 is aware that today's children navigate a world far removed from their parents' experiences. Technology, diversity, and inclusivity are native to them, often making them the teachers in their own right.
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Inspired by such concepts, Mom 3.0 embraces open communication, drawing on her child's unique perspective as they navigate a changing world together.
3. Embracing Imperfection: Half-Arsed Parenting? More Like Half the Stress!
Books like Susie O'Brien's "Half-Arsed Parenting" are a breath of fresh air. They normalise the reality that parents are just that – parents, not perfect beings. It offers a way to raise kids with less pressure, less guilt, less stress and ‘fewer cupcakes baked at midnight :-)’.
“It’s not about doing a bad job. it's about recognising that parents don't have to be perfect.”
Twinkle Khanna, a multifaceted actress, author, and columnist, perfectly captures the essence of Mom 3.0 with “Imperfect is as great as it's going to be”. And then laughingly adds ‘anyways the kids will blame you for everything in their therapy’
4. Laughter deals with it !
Mom Comedians like Zarna Garg show this by turning mom guilt into comedy gold.
The Indian immigrant stand-up comedian shatters stereotypes, says that "brown women everywhere have a right to laugh at anything and anyone they want – including those we traditionally revere, like brown men and their mothers."
She naughtily and self-effacingly admits, "I'm letting my third nine-year-old raise himself, He seems to be turning out alright – maybe even better than the other two!”
She embraces the chaos, and the inevitable "betaal" of guilt (Indian term for "demon")
And the burnt cookies? The ones that were a result of trying to be the "perfect" soccer mom, birthday cake baker, and workaholic all at once? That will eventually become another funny family story !
5. Raising resilient & resourceful kids
Mom 3.0 isn't just about survival or raising doctors and engineers It's about raising resilient and resourceful kids.?
She encourages exploration, curiosity and life-skills (finance, cooking etc.) sets a strong positive role model example for her children. She knows, it's her own actions and attitudes that will shape the kid’s foundation (read, character) the most.
IV. How Understanding Mom 3.0 Impacts Brand Strategy
The rise of Mom 3.0 isn't just a heartwarming shift; it's a strategic imperative for brands seeking to connect with today's empowered mothers. Here's how to leverage this trend:
1. Authenticity is the New Norm:
Forget picture-perfect moms in spotless kitchens. Today's moms crave genuine portrayals. Your brand personality needs to reflect that. Think relatable, supportive, and with a touch of humour. Showcase real-life scenarios – social media fails with a wink, not staged perfection.
2. Empowering Wholeness, Not Just Motherhood:
Move beyond the singular focus on motherhood. Highlight how your products empower moms as complete individuals, supporting their overall journey. For example, instead of "Does your baby sleep through the night?", frame it as "Sweet dreams for little ones, and a little 'me-time' for Mom." Think about expanding your marketing to showcase how your product empowers her as a whole person, not just a mom.
3. Collaborate with Mom’s Influence:
Partner with momfluencers who embody the spirit of Mom 3.0. They'll be your allies in crafting genuine and relatable stories that resonate with their audience. These could include co-created content, honest product reviews, and open discussions about the challenges (and joys!) of motherhood.
4. Foster Connection, Not Just Consumption:
Mom 3.0 values communication and shared experiences. Move beyond the transactional approach. Create online forums where moms can connect, or host in-store events that foster interaction between mothers and children.
5. Humour as a Coping Mechanism:
Incorporate humour into your marketing strategies to resonate with moms who appreciate a light-hearted approach. Mom 3.0 needs to laugh at the chaos, not feel the pressure of perfection and guilt. Brands that can make her chuckle win big. Develop witty social media content, or partner with humorous momfluencers to create relatable campaigns.?
6. Embrace Vulnerability:
Mom 3.0 is comfortable with being vulnerable. Showcase the challenges of motherhood alongside the joys. A brand that acknowledges the struggles resonates deeply. Think documentaries about real moms, or campaigns that celebrate the "perfectly imperfect" journey of motherhood.
By aligning your brand with the values of Mom 3.0 – self-care, humour, and connection – you can become a trusted companion on the journey of modern motherhood.
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References
Social Scientist and Adjunct Professor, Faculty of Design, CEPT University
3 个月So well written!
CEO Britannia Bel Foods II CBO Britannia Dairy at Britannia Industries Limited
4 个月Fantastic ! Well Articulated Jasravee Kaur Chandra
CMO at Britannia Bel Foods Pvt. Ltd.
4 个月Loved every bit of this! So beautifully expressed. Can't forget the amazing conversations we had on this topic and how strongly we relate to the unconventional moms of today..the MOM 3.0. Thank you for sharing this, Jasravee!
Excellent write up Jasravee Kaur Chandra !!!! Keep writing and inspiring!!
Independent Brand Strategist - Brand - CEO Coach - Start-Up Mentor - Best-Selling Author - #TEDx Speaker - Podcaster
4 个月Well written and well researched too. Whirlpool had a campaign in the late 1990s 'You and Whirlpool - World's Best Homemakers'.... the ads portrayed Whirlpool Mom as someone who is in total control.... like your MOM 3.0 !!