The Changing Face of Motherhood

Friday, March 18, 2011 10:21 pm GMT


For more than 170 years, we’ve been listening to the needs of Mums everywhere and, thanks to their help, we’ve been able to create and improve our products to continue to make their life a little bit better or easier, every day.

There’s no doubt that we’ve seen the needs of Mums change drastically over this time but how do you think the role of the British Mum has changed? We decided to find out.

“The Changing Face of Motherhood” is a major research project undertaken by P&G in conjunction with the SIRC (Social Issues Research Centre). The research covered a range of topics including how mums today feel they’re valued by society and about raising children compared to previous generations. Here are just a few of the findings:

70s and 80s the Golden Age to bring up baby?
- 49% of today’s young mums look back to the 1970s and 80s as the time they would most like to have been bringing up baby as they perceive these times to have been less pressured.

Mums me-time just 26 minutes?
- The majority of mums today say they have 3-4 hours to themselves a week, equivalent to 26 minutes a day.
- 64% of mums put this down to the demands of having to go out to work.
- 29 % say that the pressure to be a perfect mother means they feel they have less me-time.

Family support
- Today’s mums draw huge support from family and friends. 20% of them state that living closer to their mother is the single most important thing that would improve their quality of life as a mum.

Social networking
- 68% of today’s mums use technology such as Skype, texting and online social networks to communicate with their support network of other mums every week.

Discussing the research, celebrity mum Edith Bowman said “As a working mum, I know how hard it can be to juggle the demands of home life, and the pressure of trying to be a great mum. I am hugely appreciative of the support networks I have of my mum and friends and put a huge amount of value on these relationships”.

For the full press release, click here.


All Other Multimedia: 
Preview image