I’ve not forgotten her.
I’ve also not forgotten that we’re supposed to be smarter than this.
We are an industry that prides itself on our access to data, understanding of audiences, and the ease at which we can tailor messaging. We make quips and write blog posts about ‘serving the right person with the right message at the right time.’
The past few years have been excruciatingly difficult. Mother’s Day may not be a sore spot for you, but many of us are grieving things we’ve not yet processed--the loss of jobs, normalcy, friends, family, and fundamental rights.
We are speaking to audiences in various stages of grief, and it’s time we acknowledge it.
How can we do better?
Your Creative Brief is Broken
Mother’s Day hits differently for me now. I remember the holiday when I was younger. It was all about glittery artwork and my dad dutifully remembering to pick up a card on his way home from work.
Today, there's still some of that, of course. But there’s so much more.
- A pandemic has taken the lives of more than 991,000 people in the United States. Every one of them had friends and family who mourn that loss.
- America’s mothers are in crisis, balancing work, childcare, caretaking, schooling, and relationships.
- Mothers come in more shapes, sizes, and genders than Hallmark could ever adequately categorize.
Motherhood looks different, feels different.
Yet, judging by my email and the ads stalking me on the Web, the creative briefs brands are working from remain unchanged.
✔️ Focus on selling products and exclusive deals.
✔️ Play on emotion, femininity, and guilt.
✔️ Lean into flowery imagery.
