Marketing to UK mothers: A new archetype for a new era

Adam Chmielowski

Marketers must take into account the way in which the role of motherhood has changed in society over recent years.

Marketing to UK mothers: A new archetype for a new era

Adam Chmielowski

Brands need to re-think the way they engage mothers by acknowledging the shifts and values which are shaping a new archetype of modern motherhood.

Giving mums in the UK a hard time

A glance at media headlines in the UK gives us an insight into the negative discourse around motherhood in the UK. "Working mothers damage their child's health" (The Telegraph), "Middle-class mothers make the countryside a no-go zone for fear of their children getting dirty." (Daily Mail). This is more than a media trend. Following the...

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