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From AbelsonTaylor’s Health, Lies, and Motherhood anthropologic study validated by 400 moms, and presented at the Marketing 2 Moms Conference
Being a mom comes with unimaginable joy, right? Well, yes. But unexpected are those unfathomable moments of sheer freak-out. She’s responsible for the health, well-being, and moral grounding of another human so vulnerability comes with the territory. And when it comes to her kid’s health and wellness, those feelings of vulnerability can reach DEFCON level 1. In fact, there’s a direct correlation between her kid’s health and wellness and her perceived job performance. These vulnerabilities combined with the ever-present mom judgment can put pressure on her to get it just right. It’s not enough to just be good at this job; she has to appear to be good at it too, even by faking it. This is where health and wellness brands are uniquely positioned to help her and gain her loyalty in a way that no other category can, but the path to getting there isn’t what you’d expect.