A study by Time Inc and Starcom found an emergence of a new wave of mothers and independent women

Most women with children are disillusioned with being viewed only as mothers, according to a study of Time Inc and Starcom. The study interviewed over 1,000 mothers with children aged under 15 looking for insights in their attitudes and behaviors and concluded that being a super-mum is now a thing of the past. Catherine Westwood, group editor of Essentials and GoodtoKnow at Time Inc.UK, said the report revealed a “brand new wave emergence” of women. 91% of mothers need a life outside of being a parent and 64% believe it is important to make time for their partners away from the kids. 78% say it is important just to take time out to have a laugh with their friends, and over a fifth did not identify themselves as a mother first and foremost. Brands must also consider the importance of mobile when talking to mums. The research found that 71% keep their mobile turned on 24/7 and find mobile apps valuable to managing their daily life. “New Mums have less they can do it all attitude, are mobile savvy and a powerful consumer force with specific needs. They are disillusioned with being viewed only as mums and want to be valued as confident and passionate women” Westwood said. The report also found that mums build their lives around a complex set of needs and brands need to understand these needs to converse with them at an individual tailored level.