Social media is driving pressure on Millennial mums

Millennial mums are rejecting traditional marketing clichés of the 'perfect mother' in response to the mounting pressure to live up to increasingly unobtainable ideals.

Duchess of Cambridge is one of the mums criticised for leading by 'perfect' example
Duchess of Cambridge is one of the mums criticised for leading by 'perfect' example

According to the research from parenting website BabyCentre 64% of millennial mothers feel enormous pressure to achieve "perfection".

This mounting pressure was a key theme of the brand’s 2015 State of Modern Motherhood report.  The research revealed consumers are facing significant pressures on both time and finances. Part-time childcare costs have risen over 33% over the past 5 years, making it easy to see how this pressure has been exacerbated.

The omnipresent 'great life you aren't living' broadcast everyday on social media is further intensifying this pressure. Some two in five mums feel that social media intensifies the pressures they already feel.

In line with this pressure Millennial mums are increasingly seeking refuge in humour. They are also seeking more realism in advertising; with 59% of Millennial Mums preferring ads with real mums over actors.

The research reveals that Millennial Mums are looking to brands to alleviate the pressures they feel and reward brands who get their 'where, when and how'.

In addition the research confirms that this generation is completely immersed in the new visual economy. The research reveals that Millennial mums are more responsive to images of the family together when compared with Generation X mums.

Millennial mums in figures

- Average age of a UK first time mum is now 28.3

- 75% of new mums are Millennials (aged 18 to 32)

- Worldwide 8 in 10 births are to Millennials


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