p; Because motherhood is far from the Hollywood version we see on the big screen.  It’s messy, it’s exhausting, and it’s beautifully chaotic. Where are mothers seeing themselves reflected back when it comes to Mother’s Day? Are we giving them another stick of perfection to beat themselves with, or are we representing them in our campaigns and helping them feel seen, supported and unconditionally celebrated? While the realities of motherhood are much more widely shared today online and on social media, the representation of mothers in advertising has largely gone unchanged since the 1950s. So if retailers want to remain relevant, it’s time to embrace a more honest, vulnerable and supportive narrative around what motherhood means, and what it really looks like.  Motherhood in all its glory Some brands are making moves to start showing motherhood in all its true glory, to really connect with consumers and meet them where they are. For example, this 2022 campaign from Victoria’s Secret, starring Brooke Shields and other mothers talking about the hardships, highs and lows of being a mum. And the Make Mom Epic campaign for Samsung Galaxy, showing mothers as powerful, bold and diverse.  At Adore Beauty, our ‘cherish the chaos’ campaign this year featured real members of the Adore Beauty community with their kids, and took a playful approach, showing the chaos, the challenges, the mess and the joy of motherhood. Rather than focusing on straight promotion of gifting, we wanted to show how beauty and self-care can bring people together, with unscripted interactions between mothers and their kids, whatever age, whatever stage.  Because despite a widespread shift towards more authentic marketing and inclusive, community-oriented branding in retail generally, it seems Mother’s Day is being left behind and at risk of feeling irrelevant.  Surely we can do better for mums than fluffy robes and scented candles?  Representing the realities of motherhood  At Adore Beauty, we recently surveyed more than 2,000 people, over 97 per cent of whom identified as female and almost half as mothers. Over 70 per cent of respondents said they feel that the media doesn’t adequately represent them. So retailers have an opportunity to broaden their appeal, by helping mothers feel seen in their annual Mother’s Day campaigns.  The reality is, not many mothers look at ads with impossibly beautiful women, perfect hair and carefully curated clothes and feel seen.  If we want mothers to feel included and cherished, then it’s time to revamp Mother’s Day marketing so that retailers can make the most of this special seasonal day without alienating a large section of the population.  A diverse and sensitive approach Our understanding of what a mum is has also shifted dramatically in recent years.  Many mothers don’t have biological children, but they play a maternal role for people in their lives. Some families have two mums, a step-mum, no mum. Being a mum isn’t just about birthing kids, and Mother’s Day is a chance to celebrate the beautifully multifaceted role of  motherhood and maternal care in our diverse society. With this in mind, as retailers we can celebrate the diverse experiences of motherhood, but we also need to be sensitive to the pain Mother’s Day can bring. For some, it’s a stark reminder of loss. The last thing these people want is unsolicited Mother’s Day promos in their inbox, reminding them of what’s missing.  With this in mind, we’ve had an opt-out in place around Mother’s Day communications for our audiences for the last few years, and we offer similar opt-outs around other potentially sensitive dates and campaigns. It’s great to see other retailers taking the same approach this year, and it will surely become standard practice in the future, as retailers take a more inclusive and sensitive approach to marketing practices.   Lessons learned Mother’s Day campaigns are done and dusted for 2023, but what lessons can we start to put into practice? It might be a year until the next Mother’s Day cycle rolls around, but in the meantime we can start rethinking other seasonal celebrations.  For example, a fresh approach to Father’s Day.  Because every mum is different, and so is every dad. The days of homogenous campaigns appealing to only one kind of person are numbered. How could you help more people feel seen, spoken to and understood in your next seasonal campaign?