Marketers Don't Understand Modern Moms, Saatchi Survey Says

Ads need to get real—and lighten up

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Memo to marketers: When it comes to moms, get real. Stop focusing on motherhood as a job, and start talking to moms like the multifaceted, multidimensional human beings they are.

That's the key takeaway from Saatchi & Saatchi's global study on "Moms and Marketing: IRL (In Real Life)," which queried nearly 8,000 mothers with children ranging from newborns to 17-year-olds in China, Germany, Italy, India, Mexico, the U.K. and the U.S. (including U.S. Hispanics).

According to the survey, 51 percent of respondents believe advertisers have an outdated view of moms and don't understand them.

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