I have found recently that I am spending an increasing amount of time working with mums on various projects; for several different clients; for a host of different brands and services. All seem to have similar overarching questions – at least at the core – and surprisingly similar objectives. In each project we are keen to understand what really motivates mum, and then ladder this up to a positioning that makes sense and can be developed into a compelling, unique and break-through proposition for that specific brand (no mean feat!).
After a lot of laddering exercises, in lots of different contexts and with many scenarios posed, all seem to lead to one key issue – the fear of impending loss and separation. And though I have alluded to this in a previous blog, what I find particularly amazing is that no matter the start-point of understanding drivers of these mothers’ behaviour, the real focus is always defined by the future in which the child will be without her. Her strong need to prepare the child for life’s challenges (emotional and rational) drives her to make different choices – but no matter the choice or outcome, the need is the same: preparation for separation.
Importantly, it doesn’t matter the country or cultural background, there is this common connecting point. Admittedly, at first glance, it appears that there are so many different types of mums and loads of different emotional drivers – I would now argue (especially after the past several weeks of intensive work with mums) that these are merely different facets; different expressions of the same deep-seated need.
Perhaps I am observing a basic biological force, or inalterable evolutionary or spiritual need that must manifested – but even so we must ask ourselves, what are mum-targeted brands doing to capture the deeper mum need state of ‘preparation for separation’?
Tags: growing up, leaving home, separation