Archives par mot-clef : mother

It’s generally mothers who teach their daughters how to cook – and in doing so strongly influence their eating patterns, even as adults


A qualitative study led by CREDOC in March 2004, on 26 mother-daughter duos, confirms that the majority of the time, mothers are the ones who introduce their daughters to cooking and to flavours. What’s less intuitive, however, is that these initial basics in cooking will form the dietary habits of girls during their lifetime: lots will continue to feed and cook “like mum”, even after they’ve left the family home…

The first thing the study shows is that while mothers introduce their daughters to cooking, the process of transmitting information is rarely conscious: mothers don’t ”teach” their daughters to cook, instead they make dishes in front of them and allow them to stir a mixture, add spices, etc. While mothers themselves had to help out during their childhood, especially in large families, they haven’t imposed this on their daughters, for whom learning about cooking is done as they go along and not through voluntarist teaching. It’s by watching and imitating that young girls take their first steps in cooking: “With my kids, I did the same as my mum did with me: I didn’t ask them to help, they just got involved if they wanted to,” tells one of the girls.

CafeMom website creates an indicator of mums’ quality of life


CafeMom’s indicator came into being because of an observation: as mums are generally the bond that cements family relations, their mood greatly influences the overall frame of mind of the household.
This is why, in summer 2010, the site decided to create the MomIndex, a bi-annual index that measures the quality of life of American mums.

The aim of this new type of index was to show that mums’ satisfaction in life doesn’t just depend on their level of education or their salary, but on human factors above all else. CafeMom identified 5 major themes that influence mums’ wellbeing: themselves, their children, their relationships, their financial situation, and the world in which they live.

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The marketing target « mothers/daughters »: opportunities and risks


Isabelle Decoopman and Elodie Gentina two Management Science Doctors and associated Professors with Skema business school, took an interest in the “clothes sharing” between mothers and daughters (2012). (1) This marketing phenomenon, revealing the importance of youth in Western society, raises many questions. How can brands benefit from this? What are the limits? Is it just a fleeting trend or it is going to last? The two researchers have precisely analyzed this behavior to create a measurement tool for businesses.

The praise of « youth culture »

« Looking young has become the dominant trend in adult clothing: back in the days, you had to show off honorific signs of your wealth, nowadays, we must look young, forever young, » said the philosopher and sociologist Gilles Lipovetsky in his latest book « The aestheticization of the world.  » (2)

The trend « mother-daughter » is part of the logic of trying to keep looking young, principally present in our society where the body has become a capital. Whatever the social life fields: Workplace, relationship, etc., men and women are subject to stiff competition and must capitalize on their appearance. Youth, synonymous with dynamism is particularly valued.

Femininity: a transmission

Beyond the cult of youth, the real underlying issue about “sharing clothes” between mother and daughter is the domination of femininity in the family. When a mother shares clothes with her teenage daughter, she enters a context of shared femininity. The teenager, a privileged target comparison for the mother is an action model that embodies femininity. The motivations are different if we take the point of view of the girl, the girl exchange clothes with her mother essentially for economic reasons (access to clothes at any cost) or because it is useful (enlarging wardrobe). Some girls play the clothing game exchanges with their mothers in order to learn femininity codes of (become a girl or a woman to become, not to be too sexy, not too neglected, etc..).

This is one of the results of the analysis and Elodie Isabelle Decoopman Gentina: « Through the co-shopping and clothing exchange, the mother seeks share of femininity with her teenage daughter, becoming a young woman. »(1)