The Mom Complex and the Perfect Mom Paradox

The Martin Agency, based in Virginia, has launched a think tank by and for moms, The Mom Complex.

The guiding principle behind their latest work is the idea that mothers are socially pressured and expected to be ‘perfect,’ while this is hardly the day-to-day reality for most women. For example, take food commercials with impossibly glittering food made in no time, or washing detergent commercials that feature smiling, happy mothers and only the brightest white clothes.

The fantasy world typically created by marketers doesn’t respond to women’s needs or wants—and according to the Mom Complex, 75% of women agree. The think tank’s continuing work is geared towards better understanding what moms actually do want, with focus groups and studies coming out regularly.

Marine Baudin-Sarlet.

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