Product Advertising Leaves Mums Feeling the Pressure to be Perfect

Product advertising is leaving parents feeling the pressure to be perfect, as research finds the UK’s childraisers are taking umbrage at the portrayal of unrealistic scenarios.

According to findings from Mintel, 73 per cent of mums think that adverts make parenting look a doddle compared to the reality.

Added to this is the irritation caused by gender stereotyping.

A 67 per cent of dads said they felt fed up that ads still rely on dated cliches, whilst 50 per cent were annoyed that they also gave the impression they are useless at dealing with practical issues caused by looking after children.

Senior Consumer Lifestyles Analyst at Mintel, Jack Duckett said: “While the advertising industry is working hard to move away from gender stereotypes, it is clear that many parents still find that the representation of mums and dads in advertising is out of sync with reality. With many mothers today more likely to return to work than any previous generation, depictions of housewives are starting to feel old-fashioned and irrelevant.

“Given the challenges parents face today, overly rosy campaigns can exacerbate worries that they are not doing a good enough job. While brands shouldn’t move away from focusing on good parenting in their campaigns, a more realistic approach that also reflects the difficulties of being a mum or a dad could help engage with today’s parents.”

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