October 2005 saw me as a first-time mother. A time when I was overwhelmed with emotions. Mostly happiness, love, pride. But I dare say, some not so happy moments as well. New mothers are not all smiles and kisses and happiness. Seeing only this side of a first-time mother means not acknowledging a lot of other emotions that she goes through and maybe struggles to come to terms with. This is a time when family, society and friends can be strong allies. A time when brands can be that too.
The question is, are brands doing justice to first-time mothers? Think brands and advertising, and the first visuals that flood our mind are about baby care, baby food, baby nutrition, baby accessories, baby books, baby nappies. And some anti-stretch mark ointments.
That is because most brands see the first-time mother as a “mother”. Absurdly protective. Extremely caring. Filled with love for her newborn child. Therefore love, care, protection. And brands that provide a solution to this.
A first-time mother is still a woman. Her life after childbirth is one of imperfection at times. And she seeks the freedom and licence to express that without being riddled with bullet holes of guilt. She needs to bounce back to life, be it as homemaker or career woman. The confidence to look good. Her way. The urge to express. Share. Vent. Celebrate. Time out for herself. Even if it just means a few moments by the window, over a cup of tea. Fear, anxiety, insecurity rub shoulders with love, care and happiness. That’s what motherhood is about. Those initial days.
Seen from this perspective, there are a lot of categories that are relevant for first-time mothers.
Brands can create the foundations for a strong relationship. Well-being and nutrition brands that nudge her to restore her body’s depleted strength. Beauty and grooming brands that restore confidence in herself. Indulgence brands from chocolates to spas to jewellery that tell her that this is her time to reward herself and feel good about her new role. Fitness brands that encourage her to get back to her walks. Beverage and food brands that make her steal some time for herself. First-time mother communities that become a new hangout. Ready-to-cook mixes and kitchen aids that add comfort. Apps that take her mind off her new routine. And also make her life easier. Feminine hygiene brands that offer solutions for those special days.
So many moments of intervention. And then I think of the brands that are actually doing this. Very few, if any. Is that because we are looking at the first-time mother as a demographic? Some brands may worry about the protagonist looking “aged” because she has now become a mother. Though in India, the average age would be quite young. Early twenties.
Would things change if we looked at her as a woman instead of a small slice on a pie chart?
Motherhood is a life-changing moment of a woman’s life. Being a part of her life at this stage will definitely leave a mark. Because the first-time motherhood memories are the ones she will always treasure. All mothers do.
(Babita Baruah is Senior Vice-President and Executive Business Director, JWT Delhi, heading PO1, an independent business unit for PepsiCo)