"Mums" the word

After a very interesting conversation with a friend of mine, when she referred to a friend of hers primarily as a “mum”, I got thinking about the way in which these young women were beginning to see themselves in today’s society. There appeared to be a sense of pride and status when they described themselves as a “mum”. It seemed to me that gone were the days of feeling “mumsy”, completely isolated from one’s peers as a result of having children or feeling inferior to those career girls left behind at the office and resigning oneself to an existence of solitude, speaking in baby-talk for the majority of the day. The 2010 Mum seemed different to me– she seemed more “connected”.
Here at Polestar, we thought this trend was so interesting that we commissioned our own research into the subject and decided to ask these women directly about their thoughts and opinions on a whole array of topics; from self-identity to advertisers marketing to them. The 2010 Mum emerges intelligent, well-connected, collectively very influential and the ultimate source of advocacy. What’s really interesting is the way in which these women have professionalised the role of being a mum and are actually tackling it in the same way they would a high-powered job in a corporate environment. This has clearly had an effect on the way in which they see themselves, individually and as a group. For more information about some other fascinating new insights into this vital, high-spending Mum Mafia within the traditional housewives with kids’ audience, take a look at our article on Mediatel and for the full report, drop me a line on 0207 089 6588 or email me on kirank@polestarcommunications.com.