#R29HERBRAIN
When women were asked
to select important
lifegoals, “having
my first child” was 16th
out of the 20 options
provided.
Yet, women have been
sold a specific brand of
motherhood
by the media
before they have had the
chance to decide
whether motherhood is
going to be part of their
future, or
what it
would look like for
them.
Motherhood
is still an
unfair
assumption
placed
on
women.
nearly
1/2
OF WOMENFIND IT
problematic that they
THEY ARE SPOKEN TO AS IF
motherhood is aninevitable
"WHEN" NOT AN "IF"...
77% of women do not like the
pressures that are put on them to
have children.
2 in 5 of women want to see the
media
stop talking to all women
as if
motherhood is a given.
Over a third of women
ARE UNSURE HOW A BABY
would fit into their lives
The media
only shows
women
unattractive
versions of
motherhood
that are
extremes.
more than
1/2
OF WOMENFEEL THAT
"the media"
AND "ADVERTISING" GETS
it wrong often
OR ALL THE TIME
“The media either
gives you the shit
storm mom or the
perfect house wife
that stays home
and does all the
cooking & cleaning.
There is never
any
in between.”
—HB RESPONDENT,
DALLAS, 29
2 in 5 women find it problematic that
moms are portrayed as either in a
state of disarray, or perfectly put
together.
Nearly half of women said that they
wish
there were more images of
women who are
just normal moms –
not falling apart
or perfect.
over a third of women
AGREE THAT IT’S PROBLEMATIC
THAT MOMS ARE PORTRAYED AS
martyrs
who should sacrifice
EVERYTHING FOR THEIR FAMILIES
Stereotypes
showcased in
society
encourage
perceptions and
judgement
amongst and
against
other
women.
8 times in the last month
IS HOW OFTEN WOMEN HAVE FELT
judged on a major life decision*
8 times
IN THE LAST MONTH IS HOW OFTEN
women have felt
JUDGED ON A
M
T
W
T
F
S
S
*THAT’S ABOUT TWICE A WEEK
M
T
W
T
F
S
S
major life decision*
*THAT’S ABOUT TWICE A WEEK
Two-thirds of moms agree
that keeping their own activities and
interests during motherhood
is selfish.
60% of women believe that women
need to try to be perfect mothers,
and that to do so, one needs to
be a martyr.
Nearly 60% of childfree women
say
that women are seen as
selfish if
they put their career
above
all else.
1 in 2 childfree women say that
women are seen as selfish if
they
prioritize anything over
being
a mom.
60% of women believe that women
need to try to be perfect mothers,
and that to do so, one needs to
a martyr.
Two-thirds of moms agree
that keeping their own activities and
interests during motherhood
is selfish.
Nearly 60% of childfree women
say
that women are seen as
selfish if
they put their career
above
all else.
1 in 2 childfree women say that
women are seen as selfish if
they
prioritize anything over
being a mom.
“I am the one who decides what is
important and
where I will focus
my time, energy,
and talents. This is
not selfish. I
believe this with
every
cell in my body.”
—HB RESPONDENT,
CHICAGO, 22
‘Having it all’
is unattainable
and outdated;
women want
to define their
own versions
of designing
their life.
77% OF WOMEN
FEEL LIKE OTHER PEOPLE
'have it all'
MORE THAN THEY DO
89% of women agree ‘having it
all’
changes day to day.
95% of women agree
it shouldn't be
about being perfect
it’s about appreciating
moments that work for you
It's not about
having it
all, it's about
her all.
An evolving,
universal
concept.
The portrayal of women in
media should address the
complexity of each of her
individualities, so she can
see a little bit of herself in
these representations,
and
feel confident in owning
who she wants to be –
whether that’s a mom (or
not) and the type of mom
that she would like to be.
#R29HERBRAIN