A modern lifestyle brand redefining motherhood
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Advertisements are meant to sell us things, but they also sell us ideas. When we were growing up in the 1990s the commercials on TV weren't just selling us toys and junk food, they sold us stereotypes, too. Boys and men were depicted as more aggressive, professional and important than girls, while girls and women were often depicted as caregivers or simply sexual objects.

Back then, we were just kids who couldn't always think critically about the messages we were taking in, but now we millennials are the parents, the providers and the purchasers. And we are letting advertisers know that if they want us to buy things, they have to serve up ideas that we can buy into.

A survey by market research company Kantar found 76% of women and 71% of men believe the way they are portrayed in advertising is completely out of touch. We're grown-ups now and this isn't just about stereotypes in children's advertising (many parents are very conscious about reducing screen time and advertising exposure), but also reflections of our own realities.

Today's dads don't see themselves as bumbling caregivers but as competent parents, and mothers see themselves as complex people with a ton of purchasing power who are deserving of speaking parts, authority and respect, even in a 30-second commercial.

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It's 2019. Moms are buying everything, dads are buying diapers and we're raising our kids to reject stereotypes and accept themselves. Corporations that want to sell to millennial families have got to buy in to that, and the good news is, many are.

Building brands by tearing down stereotypes

This month the CEO of Unilever, Alan Jope, took the stage at the world's largest conference on gender equality, Women Deliver, and committed 100% of the ad spend for Unilever's Dove Men+Care line to media representations of dads in caring roles, or what Molly Kennedy, Brand Manager for Dove Men+Care, called "positive dadvertising."

Dove Men+Care's commitment to positive representation of men as caregivers comes as the company is strengthening its parental leave policies and encouraging dads (both those who work for Unilever and those who don't) to actually take any parental leave that is available to them.

The idea is that dads may be more likely to take leave if they see positive role modeling in media, which will help moms, too, because research suggests that taking paternity leave results in fathers doing more unpaid care work as their kids grow. And dads are certainly seeing more caring reflections of fatherhood in advertising, and not just from Dove Men+Care.

Changing diapers and the narrative 

Budweiser just launched an ad showing step-fathers surprising their children with adoption papers, and brands like Gillette and Pampers (owned by Unilever competitor Procter & Gamble) have received a lot of attention for the way their ads are questioning traditional ideas about masculinity and fatherhood. Gillette's stand against toxic masculinity was a viral sensation and Pampers' spokesdad John Legend is now part of a corporate campaign to get change tables into more mens' restrooms.

Donte Palmer—the father whose grassroots viral campaign, #squatforchange inspired Pampers' campaign—says he's pleased to see all this positive dadvertising, telling Motherly, "it means a lot, it's just changing the narrative."

He continues: "To have fathers like John Legend, who has a powerful name in his industry and a huge following, showing the world that we as fathers are the caretakers for our babies means a lot. It shows the 'average Joe' father that he can go to his 9 to 5 job and still come home and take care of his children."

Dr. Michael Kehler, a professor of Masculinities Studies at the University of Calgary says he applauds these companies like Gillette, Pampers and Dove Men+Care for challenging gender roles in their advertising, as "the long-held views of masculinity that have kept men out of caring roles has been intentional and maintained by advertising agencies."

He hopes big brands will consult with masculinities scholars for deeper insight and direction as they craft a new narrative in the media.

"More diverse portrayals, richer and complicated images of masculinity can't help but dislodge privileged white masculinity from its perch," he tells Motherly. "The disruption of these images and the re-writing of a narrative of complex masculinities, less linear, less simplistic, less predictable can similarly be a powerful invitation to rethink masculinities in the future."

According to Kehler, it is incumbent on companies to show a whole spectrum of ways of being a man, but "whether or not the portrayal of adverts reflecting men in caring roles has the desired effect of men taking up unpaid work is yet to be seen."

Walking the walk

What we have seen over the course of the last 15 years is that when big brands make big changes there can be lasting culture change.

Under dim lights in a fifth and sixth-grade classroom, 22 boys and girls are watching a short video that shows all the-behind-scenes magic that goes into making an Instagrammable selfie. When the video ends the facilitator invites questions. A student raises his hand and asks, "Does everyone really do this?"

This incredulous tween and classmates are learning about self-esteem and body confidence in their school in Vancouver, Canada, but similar presentations have taken place in more than 140 countries, because the Dove Self-Esteem Project is now the largest provider of self-esteem and body confidence education in the world.

Dove's been doing this work since before the kids in that Vancouver classroom were even born, since its Campaign for Real Beauty launched in the early 2000s and became a controversial turning point in the way women's bodies are presented in advertising. That campaign is often credited with creating a blueprint for modern advertising that includes more authentic and diverse body types and has brought us to a place where we're seeing real stretch marks and postpartum bellies on underwear models.

"Dove definitely changed the conversation," says Andrea Benoit, Adjunct Assistant Professor of Media Studies in the Faculty of Information and Media Studies at the University of Western Ontario and author of a new book on corporate philanthropy.

"There is no question that Dove opened up a space for other brands to start dipping their toes in that conversation without feeling like they were treading in uncertain or dangerous territory. Now it seems like if you're a brand you can't not be inclusive and accepting of diverse bodies," Benoit tells Motherly.

According to Benoit, the continued existence and expansion of the Dove Self-Esteem Project shows that brands can use their resources for good, but she is uncomfortable with how society and governments have downloaded this kind of social responsibility onto brands like Dove to the point that corporations are providing classroom resources and presentations in schools and through non-profit organizations.

It probably shouldn't be up to a soap company to teach self-esteem, but, at least someone is doing it. Just this month UNICEF announced a 3-year partnership with the Dove Self-Esteem Project aimed at helping girls between 10 and 18 in Brazil, India and Indonesia.

"This is a partnership that we really think can help change how girls view themselves and how the world views girls," UNICEF's Executive Director Henrietta Fore said at the Women Deliver conference. While UNICEF explicitly states that it doesn't endorse any brand, the deal with Dove does suggest UNICEF views the company as a worthy philanthropic partner.

Changing the way we see ourselves

When we were kids the commercials playing on Saturday morning taught us that gender roles are confining, that boys are loud and girls are quiet. But now, you might turn on TV and see a dad changing a diaper, or flip to Cartoon Network and catch spots Dove produced with the popular kids' show Steven Universe, which reinforce body confidence, gender equality and self-esteem rather than stereotypes.

Brands have a lot of power these days (some would argue too much power) to shape how we see ourselves, but we have more power than ever to make informed choices about the brands we support and the power to hold companies to account for their actions. According to Benoit, it's not clear what came first: Inclusive advertising or this generation's desire for it. But what is clear is that it is here to stay and that consumers now demand it. We expect companies to not only make good ads but do good in the world, too.

We are demanding to be seen in a way we couldn't as kids. We're no longer passive children absorbing messages from the television, we are participants in an exchange—both a financial transaction and a conversation about the future of society. Having a good product isn't enough anymore. Brands have got to have a message and a purpose worth buying.


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There are certain moments of parenthood that stay with us forever. The ones that feel a little extra special than the rest. The ones that we always remember, even as time moves forward.

The first day of school will always be one of the most powerful of these experiences.

I love thinking back to my own excitement going through it as a child—the smell of the changing seasons, how excited I was about the new trendy outfit I picked out. And now, I get the joy of watching my children go through the same right of passage.

Keep the memory of this time close with these 10 pictures that you must take on the first day of school so you can remember it forever, mama:

1. Getting on the school bus.

Is there anything more iconic than a school bus when it comes to the first day of school? If your little one is taking the bus, snap a photo of them posed in front of the school bus, walking onto it for the first time, or waving at you through the window as they head off to new adventure.

2. Their feet (and new shoes!)

Getting a new pair of shoes is the quintessential task to prepare for a new school year. These are the shoes that will support them as they learn, play and thrive. Capture the sentimental power of this milestone by taking photos of their shoes. You can get a closeup of your child's feet, or even show them standing next to their previous years of first-day-of-school shoes to show just how much they've grown. If you have multiple children, don't forget to get group shoe photos as well!

3. Posing with their backpack.

Backpacks are a matter of pride for kids so be sure to commemorate the one your child has chosen for the year. Want to get creative? Snap a picture of the backpack leaning against the front door, and then on your child's back as they head out the door.

4. Standing next to a tree or your front door.

Find a place where you can consistently take a photo year after year—a tree, your front door, the school signage—and showcase how much your child is growing by documenting the change each September.

5. Holding a 'first day of school' sign.

Add words to your photo by having your child pose with or next to a sign. Whether it's a creative DIY masterpiece or a simple printout you find online that details their favorites from that year, the beautiful sentiment will be remembered for a lifetime.

6. With their graduating class shirt.

When your child starts school, get a custom-designed shirt with the year your child will graduate high school, or design one yourself with fabric paint (in an 18-year-old size). Have them wear the shirt each year so you can watch them grow into it—and themselves!

Pro tip: Choose a simple color scheme and design that would be easy to recreate if necessary—if your child ends up skipping or repeating a year of school and their graduation date shifts, you can have a new shirt made that can be easily swapped for the original.

7. Post with sidewalk chalk.

Sidewalk chalk never goes out of style and has such a nostalgic quality to it. Let your child draw or write something that represents the start of school, like the date or their teacher, and then have them pose next to (or on top of) their work.

8. In their classroom.

From first letters learned to complicated math concepts mastered, your child's classroom is where the real magic of school happens. Take a few pictures of the space where they'll be spending their time. They will love remembering what everything looked like on the first day, from the decorations on the wall to your child's cubby, locker or desk.

9. With their teacher.

If classrooms are where the magic happens, teachers are the magicians. We wish we remembered every single teach we had, but the truth is that over time, memories fade. Be sure to snap a photo of your child posing with their teacher on the first day of school.

10. With you!

We spend so much time thinking about our children's experience on the first day of school, we forget about the people who have done so much to get them there—us! This is a really big day for you too, mama, so get in that photo! You and your child will treasure it forever.

This article is sponsored by Rack Room Shoes. Thank you for supporting the brands that support Motherly and mamas.

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In America, mothers have the right to breastfeed their child in public, but what about when you're on an airplane? That's the issue one California mom, Shelby Angel, brought to light after she had a bad experience on Dutch airline KLM.

In a Facebook post that has gone viral Shelby explained:

"Before we even took off, I was approached by a flight attendant carrying a blanket. She told me (and I quote) "if you want to continue doing the breastfeeding, you need to cover yourself." I told her no, my daughter doesn't like to be covered up. That would upset her almost as much as not breastfeeding her at all. She then warned me that if anyone complained, it would be my issue to deal with (no one complained. On any of the flights I took with my daughter. Actually, no one has ever complained to me about breastfeeding in public. Except this flight attendant)."

Shelby's post gained traction but soon the conversation spread to Twitter, where another woman, Heather Yemm, asked KLM to explain its breastfeeding policy.

The airline responded, "To ensure that all our passengers of all backgrounds feel comfortable on board, we may request a mother to cover herself while breastfeeding, should other passengers be offended by this." Twitter users didn't like this response and even started asking other airlines about their breastfeeding policies.




British Airways confirmed it welcomes breastfeeding onboard and a Delta rep tweeted that the airline's policy is to "allow a breastfeeding mother to feed her child on board in a manner she feels comfortable with."

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That sounds like a good plan to us. Southwest was also questioned by Twitter users and confirmed that "Southwest does indeed welcome nursing mothers who wish to breastfeed on the aircraft and/or within our facilities".

This important online conversation underscores how vital it is for airlines to have supportive policies in place and train staff on those policies. Back in March, a Canadian mom made international headlines after an Air Canada call center representative told her to nurse in an airplane bathroom (a suggestion that is contrary to Air Canada's own policies).

It's time for every airline to recognize that breastfeeding needs to be welcomed and that all staff members need to understand this. Whether a mother uses a cover or not needs to be up to her, not a flight attendant or other passengers.

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There are a lot of points during labor when mothers do not have any control over what's going on with their body. The one thing they usually have, if giving birth vaginally, is their ability to push. But a recent report by Vice highlights the fact that in some hospital delivery rooms, women are being told to stop pushing, even when the urge is nearly irresistible. And in some cases, this may be happening for some very troubling reasons.

"If a woman's cervix is fully dilated and she has the urge, she should be allowed to push, barring some unusual complication with mother or baby," Dana Gossett, chief of gynecology at the University of California, San Francisco, Medical Center, told Vice.

Writer Kimberly Lawson gathered anecdotal evidence suggesting that in many situations, hospital nurses are telling women to stop pushing because the doctor or midwife isn't available to deliver the baby. In some cases, women even report nurses forcing a baby's crowning head back into the birth canal.

"I've never felt a more painful experience in my life [than] being strapped down and forced to hold a baby in," says Elaina Loveland, a mother who was told to stop pushing because there were no beds available at the hospital when she arrived. "It was almost worse than the pushing. It was horrible."

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In addition to pain, women made to resist the urge to push may experience other complications. Delayed pushing sometimes causes labor to last longer, puts women at higher risk of postpartum bleeding and infection, and puts babies at a higher risk of developing sepsis, according to a study released last year. One midwife explained in the article that holding the baby in can damage a mother's pelvic floor, which might later cause urinary incontinence.

In one extreme case, Caroline Malatesta, a mother of four in Alabama said that when a nurse forced her baby's head back in, she caused permanent damage. After four years of chronic pain from a condition called pudendal neuralgia, she won a $16 million lawsuit against the hospital.

Nurses aren't necessarily being cruel when they instruct mothers to stop pushing, by the way. They may be hoping to prevent other complications, such as problems with the umbilical cord or shoulder dystocia. A doctor or midwife is better trained to correct such situations, and can also help prevent perineal tearing.

If hospital staff are instead making these decisions because of a shortage of obstetricians or hospital beds for expectant mothers, there's a systemic problem that needs to be addressed. As people have grown increasingly aware of the high rate of maternal deaths after childbirth, issues like these could point out where there's room for improvement.

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If you feel like you're paying too much of your household's income for childcare, you are not alone. The average cost per family in the U.S. has gone up far faster than median household incomes over the last six years. No wonder many families are feeling the crunch.

According to a new survey from Care.com, families paid 26% more for nannies to care for one child in 2018 than they did in 2013, going from an average of $472 per week to $596. The difference in childcare centers isn't quite as drastic, from $186 to $213, about a 14% increase. After-school babysitting went up from $181 to $244 per week, a stunning 35% rise. All of this is a faster rate than the median household income, which rose about 11% from 2013-2017.

When you drill down, the numbers spell out why this is hurting families. The 2019 Cost of Care Survey from Care.com showed that over 70% of families devote more than 10% of their income to childcare costs, and more than 40% spend more than 15% of their income. That's more than twice as much as the U.S. Department of Health and Human Services' definition of affordable childcare, which is 7%.

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Of course, most families find a way to make it work, because what choice to they have? Survey respondents told Care.com that they do this by cutting down on spending and saving less for the future. They also wind up working fewer hours and having fewer children. These sacrifices by parents can also wind up costing the economy in terms of growth.

There were some other interesting findings of the survey. If you're looking for a place to relocate your family, New Jersey turns out to be the most affordable place to hire a nanny, while North Dakota has the most affordable childcare centers. New Mexico has the least affordable nannies, and Washington, D.C., has the least affordable childcare centers. Maybe if more of the nation's lawmakers had to put their kids in daycare near the capitol, they'd step up their actions to change things.

Most of the candidates in the 2020 presidential election have laid out plans for either universal childcare, larger tax credits, or subsidized care. President Trump has proposed a one-time $1 billion investment in childcare, structured so that states would have to apply to receive some of the funding. At this point, so many parents out there will take any help they can get.

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If there's anything Jessica Alba isn't afraid of it's taking on a new challenge. When she started The Honest Company, an all-natural baby and beauty brand, seven-and-a-half years ago she had no idea her hard work and dedication would morphe into a billion-dollar business.

Now the entrepreneur is taking on her newest ongoing challenge of mothering three children with ease. "Everyone says you're outnumbered [when you have more than two kids] and that it's challenging, but I really like it," says the 38-year-old. "I think because I have such an age gap between my two girls [her oldest daughter Honor is 11, and middle daughter Haven is eight], it brought us together as a family in a different way. We really got to bond over the birth of my third child."

According to Alba when her son Hayes, who's now one-and-a-half, was born her daughters treated him like a real-life baby doll, while she and her husband of 10 years, Cash Warren, reveled in having a kid they actually planned. Alba finds peace in having a set routine in her life these days.

In fact, a large part in the key to maintaining her sanity as a busy mama is sticking with a schedule. "My husband and I were very regimented from day one on sleep and feeding times," she says about the first months as a mother to three kids. "We also stuck to the routine of not having the children sleep with us when they were really young. It gave my husband and I time to be alone."

But being a celebrity and businesswoman doesn't exclude her from parenting challenges—particularly at bedtime. She admits that she was surprised at how difficult putting three kids to bed can be when they prefer to cuddle for two hours instead of laying down. But even if her schedule is thrown off a bit, the routine she establishes is ultimately better for the entire family.

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Family aside, personally, Alba overcame issues of feeling insecure and the idea of constantly having to be a perfect mother. "I was really insecure when I was 27 years old with my first child," she says. "It took me a year after every kid to feel normal again and get comfortable with the fact that my body is different and it's okay. I'm a lot more confident now."

When she's not busy managing Honest (which is set to launch a line of eczema products at Honest.com on July 23), Alba enjoys traveling and getting out of her comfort zone. "It's nice to see how other people live because it helps you figure out how you want to live," says Alba regarding her most recent family trip to Montenegro. "While there, it was so cool to see the kids out of their comfort zone. We spent a week in a place that none of us had any expectations on what it was, and we didn't do anything all day. We just literally hung out with each other. It was so nice."

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