Why Should Mothers Be Infuriated?

We try to teach our kids about stereotypes and why they are bad, but who is correcting the advertising industry when they invent and then try to sell negative stereotypes?

Euro RSCG's "study" on moms claims that they have discovered "five new categories" of mothers that can be marketed to. They are suggesting that perhaps their clients could sell more cars, candy, computers and a long list of other consumer goods if they tapped into these new categories.

How is such marketing insight used?

It can be used in a variety of ways, but the most dangerous one is the way mothers are portrayed in ads. Imagine the judgmental ads that could be conceived using Euro RSCG's description of a "Domestic Diva" - "The diva pays lip service to being the 2004 version of the 'perfect mom,' but in reality she simply wants the appearance of it - and the accolades that follow." Or "Yummy Mummies" who, according to RSCG, "consider them [their 'little darlings'] a part-time hobby more than a full-time job. Equal energy goes toward maintaining their cute figures, staying ahead of the latest styles, and enjoying the nightlife - in and outside the bedroom." Or "Mini-Me Moms" who apparently consider "children - fashion accessories, dolls to be dressed up and showcased for all the world to see. These moms are control freaks who are hell-bent on achieving their goals."

Euro RSCG boasts an impressive list of clients: Polaroid, Nestle, Volvo, L'Oreal, MCI and Intel to name a few. The subtle ways in which companies such as these could trivialize the work that mothers do and feed negative mother stereotypes is damaging to mothers long-term.

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