New Work Alert: Marshall Plan for Moms Mother’s Day
Do you feel bad about doing simple things like going to work? Enjoying a night out? Having alone time in the bathroom? It could be Mom Guilt. Marshll Plan for Moms can help.
How Old is a mom?
When you picture a “mom” in your head is she 25? 35? How old are her kids? Newborn? Pre-schoolers? School-aged? Mothers in their 40s, never mind 50s, are largely left out of the motherhood conversation brands are having no matter how old their kids are.
Half of mothers Over 40 Think Brands Don’t Get Them.
When Fancy surveyed nearly 500 women over 40, we asked the moms whether they felt that advertisers understood their experience of motherhood. Over 50% said no. In the advertising world “mom” = “harried woman, 25-35, with toddlers through grade-schoolers, trying to hold it all together.”
hey mama, we know you’re more than a mom
Motherhood can be defining. It can be exceptional. It can be transformative. It isn’t everything. The pre-motherhood self does not simply evaporate, replaced by selfless devotion to others and instant knowledge of laundry cycles, sheet pan dinners, and where the extra AA batteries are. That person is still in there. And advertisers would be wise to appeal to her.
How do you categorize women over 40? You don’t.
A woman over 40 refuses to be defined.
At no other point in a woman’s life is she so likely to be so different from her age mates. Biologically, emotionally, financially, sexually, psychologically. This group is incredibly diverse.
What I want for Mother’s Day
Here is the kind of advertising I hope to encounter in my social feed on Sunday when someone brings me a cappuccino and an almond croissant in bed (hint, hint!), what I’d like to see when I treat myself to a pedicure and get 45 minutes to myself to flip through fashion magazines, what I wish would grab my attention from those cool video triptychs that are popping up all over the subway.
Are brands responsible for advancing women's issues?
To find out what women are thinking, we did something radical: we went straight to the source and asked them.
Survey results are in: Women 40+ have their say
Brands love millennials and they’re even somewhat interested in senior citizens, but women over 40 are not even on the radar. Fancy’s survey of 500 women over 40, recently covered by Campaign, gives these women the mic, and it turns out they had a lot to say.
Calling All Women Over 40!
Quick! Think of your three favorite ads that show the marketers really "get" the 40+ woman.