Summary

From a macro perspective, brands have heavily employed the concept of the "Hero Mom". This mystical woman with almost inexhaustible energy, and passion, who thrives for her children and wouldn't trade them for anything. This type of communication also conveys an implicit sacrifice within this celebration where a woman's greatest pride with children is being a mom, even if it means taking a backseat. Nowadays, recent approaches have also shifted from a gender perspective, where the view of motherhood is altered by having information and tools that allow us to go beyond just being a mom.