In the past, many marketing communications directed at mums have been misguided, depicting idyllic situations and outcomes that often don’t resonate with the target audience and its aspirations. In some cases, the perception still seems to be that mums are living the dream, or at least wish to, with a spotless kitchen and 2.4 children.

Certainly, this is a traditional approach, but is it what women really want? In a world where even fashion magazines are realising that using images of “real women” is more appealing, why are some brands selling this overdone and unrealistic dream to mothers and talking at them as if their lives and interests are limited to home, husband and children?

With the explosion of social media, the role of the community manager is becoming increasingly central to engaging with a given target audience. Read more »