Zeno's Bar & Grill
Friday, September 09, 2005
Who's the Yummiest Mummy of All?
Kate Winslet has been voted Britain’s sexiest mom or “Yummy Mummy”—as a tie in with the Avent-sponsored Yummy Mummy Week (Sept. 16-25), to raise money for a children’s cancer charity, CLIC Sargent.
Good causes aside, it’s a bit disturbing to see the whole Yummy Mummy thing taking flight. This term gained wide fame via a marketing survey released by Euro RSCG Worldwide in mid-2004. This was the same company that brought the term “metrosexual” to life. It is a leading marketing agency with offices in 75 countries and a client roster including Intel, Volvo, MCI and Aventis among others.
The study classified mothers into five categories for the purpose of helping corporations sell more products. The quotes below are from a Euro RSCG press release (see the link at http://www.prnewswire.com/cgi-bin/stories.pl?ACCT=109&STORY=/www/story/05-04-2004/0002166801&EDATE=)
Domestic Diva—“…pays lip service to being the 2004 version of the perfect mom, but in reality she simply wants the appearance of it—and the accolades that follow….wants flawless kids (courtesy of the nanny), a spotless home (courtesy of the cleaning service) and a reputation for being a fabulously put-together homemaker…”
Boomerang Mom—“Wracked with guilt over the years spent away from the children; proud of professional accomplishments, but even more proud of decision to move away from high-powered career.”
Yummy Mummy—“Absolutely no interest in being perceived as homemaking icons. Though they may be devoted to their little darlings…equal energy goes toward maintaining their cute figures, staying a step ahead of the latest styles and enjoying the nightlife—in and outside the bedroom—with their handsome, successful husbands.”
Mini-Me Moms—“To the mini-me mom, children are fashion accessories…these moms are control freaks who have a set vision for what their children—typically their daughters—will be, and they are hell-bent on achieving their goals.”
Rage Brigade—“Frustration with the lack of life/work balance; guilt at limited “downtime” with children; anger at her spouse’s unwillingness to assume more responsibility…”
This marketing study earned RSCG the Apple Pie in the Face Award from Mothers and More, who commented, “We try to teach our kids about stereotypes and why they are bad, but who is correcting the advertising industry when they invent and then try to sell negative stereotypes?”
--Melanie & Kelly
Good causes aside, it’s a bit disturbing to see the whole Yummy Mummy thing taking flight. This term gained wide fame via a marketing survey released by Euro RSCG Worldwide in mid-2004. This was the same company that brought the term “metrosexual” to life. It is a leading marketing agency with offices in 75 countries and a client roster including Intel, Volvo, MCI and Aventis among others.
The study classified mothers into five categories for the purpose of helping corporations sell more products. The quotes below are from a Euro RSCG press release (see the link at http://www.prnewswire.com/cgi-bin/stories.pl?ACCT=109&STORY=/www/story/05-04-2004/0002166801&EDATE=)
Domestic Diva—“…pays lip service to being the 2004 version of the perfect mom, but in reality she simply wants the appearance of it—and the accolades that follow….wants flawless kids (courtesy of the nanny), a spotless home (courtesy of the cleaning service) and a reputation for being a fabulously put-together homemaker…”
Boomerang Mom—“Wracked with guilt over the years spent away from the children; proud of professional accomplishments, but even more proud of decision to move away from high-powered career.”
Yummy Mummy—“Absolutely no interest in being perceived as homemaking icons. Though they may be devoted to their little darlings…equal energy goes toward maintaining their cute figures, staying a step ahead of the latest styles and enjoying the nightlife—in and outside the bedroom—with their handsome, successful husbands.”
Mini-Me Moms—“To the mini-me mom, children are fashion accessories…these moms are control freaks who have a set vision for what their children—typically their daughters—will be, and they are hell-bent on achieving their goals.”
Rage Brigade—“Frustration with the lack of life/work balance; guilt at limited “downtime” with children; anger at her spouse’s unwillingness to assume more responsibility…”
This marketing study earned RSCG the Apple Pie in the Face Award from Mothers and More, who commented, “We try to teach our kids about stereotypes and why they are bad, but who is correcting the advertising industry when they invent and then try to sell negative stereotypes?”
--Melanie & Kelly
