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WHY Report

January 10, 2017

Why Advertisers Should Bid Adieu to the “Perfect Mom” Trope This Year­

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The “perfect mom” archetype isn’t just unrealistic for the vast majority of women, but also creates a stressful imbalance of priorities that leaves their own well-being last on the list. As we move into 2017, the “imperfect mom” will become the new hero in advertising. In an era where authenticity and relatability are the most important aspects of engagement, how could she not be?

The beauty is in the imperfections.

Millennials Moms Families

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