We've been down this road before - in May to be exact - when Alpha Mom was the new buzzword and marketers were scrambling to reach them. According to an Ad Age article (reg. required) posted on Monday, brands with Super Mom messages are turning off real moms, who are kicking perfection to the curb in favor of average. While it is not inconceivable to us that the Super Mom ideal is a turn-off for many, the real turn off is creating a neat little bucket with a catchy slogan (Alpha Mom, Slacker Mom, Yoga Mammas, Hot Moms - the list is endless) and shoving all mothers into it. Since the first Clinton campaign coined, and actively solicited, Soccer Moms, marketers have been coming up with snappy terms to niche mothers, yet never in history has "mother" encompassed a more diverse group. Women are having babies in their early twenties and early fifties, and every age in between. Some are divorced, some are married, some have never been married, some work, some are self-employed, some have nannies, some make their own organic baby food from scratch for the entire neighborhood - just to name a few of the possibilities. Our guess is that real moms aren't just offended by Super Mom messaging, but any blanket messaging that tries to force them into a mold that doesn't fit.
Our message - figure out and reach out to your own customer segments of mothers and learn what they need from you. It won't net you a catchy name, but it will help you create a genuine connection.