Millennial moms want to be portrayed authentically, not as an Insta ideal. According to Everyday Health Group’s survey of current and expecting moms, 79% “say it’s important brands portray them realistically, but less than half of moms [46%] say brands actually do this.” Mothers are saying that the disconnect comes from brands placing “too much emphasis on their appearance, keeping their kids busy and having a clean and tidy home.” In reality, mess is a normal part of their daily lives, and their main focus is on their kids’ and their own mental wellbeing. Gen Z and Millennial moms are mainly looking for authenticity and “they gravitate toward brands that make them feel safe (46 percent), confident (41 percent), happy (39 percent) and responsible (37 percent).” (What to Expect)
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