{"id":26982,"date":"2024-05-12T11:52:11","date_gmt":"2024-05-12T18:52:11","guid":{"rendered":"https:\/\/presskitchen.com\/?p=26982"},"modified":"2026-01-28T09:50:12","modified_gmt":"2026-01-28T09:50:12","slug":"advertising-is-still-failing-moms-via-campaign-us","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/advertising-is-still-failing-moms-via-campaign-us\/","title":{"rendered":"Butter Music and Sound EP Annick Mayer Says Advertising is Still Failing Moms via Campaign US"},"content":{"rendered":"

A survey of moms across the industry uncovered the ways they continue to be underserved and undervalued at work.<\/h1>\n
\"\"
Annick Mayer, executive producer, Butter. (Photo credit: Butter, used with permission)<\/figcaption><\/figure>\n

Our industry has made strides in the past decade on\u00a0parental leave<\/a>\u00a0policies. But no one really talks about what happens while parents are on leave \u2014 and when they return.<\/p>\n

Ahead of Mother\u2019s Day, I surveyed moms in the advertising industry \u2014 across disciplines, titles and sectors \u2014\u00a0 about their experiences returning to work after childbirth. They had a\u00a0lot<\/em>\u00a0to say.<\/p>\n

I want to acknowledge that there are many ways to become a mother, but some of the issues discussed below mainly affect birthing mothers.<\/p>\n

Parental leave policies need a refresh<\/h4>\n

This may not be a shock, but the U.S. isn\u2019t winning any awards for its parental leave policies.<\/p>\n

In fact,\u00a0research<\/a>\u00a0analyzing 41 countries\u2019 policies found that the U.S. stands alone in not mandating paid leave for new parents. All other countries require two months at minimum.<\/p>\n

This allows businesses to set policies at their own discretion. Because men have historically held the majority of leadership roles, policies tend to reflect their lived experiences. If you have never cared for an infant full-time or experienced and recovered from childbirth, it is hard to wrap your head around why leave is so necessary for birthing parents.<\/p>\n

Becoming a new parent is also extremely complex. Helping new moms at your company navigate government programs like Paid Family Leave and Disability will take a huge burden off their plates.The system is incredibly confusing, so don\u2019t leave sleep-deprived parents to try to figure it out alone.<\/p>\n

<\/div>\n

If employers want to foster talent and meaningfully invest in people, paid leave is hugely impactful \u2014 both in employees\u2019 lives and for their experience at the company. Businesses cannot promote gender equality without adequate and equal parental leave across the board.<\/p>\n

Four to six months is respectable. Anything less than three months is simply not adequate.<\/p>\n

And please, don\u2019t refer to parental leave as a break, vacation or time off. Calling it such is incredibly insulting and damaging to new moms\u2019 experiences.<\/p>\n

The complexities of transitioning back to work<\/h4>\n

Upon returning to work, birthing mothers might require accommodations for pumping. Sitting may still be uncomfortable. Hormones will most likely be raging. Sleep? Forget about it.<\/p>\n

Still, most women say they did not receive additional resources or support upon returning from leave.<\/p>\n

There is a term for the transition into motherhood:matrescence.\u00a0<\/em>Psychology Today<\/em>\u00a0notes that it sounds like adolescence, and both periods are \u201ctimes when body morphing and hormone shifting lead to an upheaval in how a person feels and how they fit into the world.\u201d<\/p>\n

As one woman I spoke with put it: \u201cI wish people understood how difficult it is to leave one form of identity behind (in the corporate world) and transition into being a caretaker.\u201d Imagine leaving work for a couple of months and returning a completely changed person, but no one talks about it or understands. It\u2019s incredibly lonely.<\/p>\n

When I asked survey respondents if they experienced postpartum depression (PPD), most said \u201cyes,\u201d or \u201cI think so.\u201d I was also in the \u201cI think so\u201d camp for a while, but looking back, unequivocally, I had PPD. I was so inconvenienced, and worse, ashamed that I was struggling. I just wanted to feel normal again.<\/p>\n

One woman I spoke with said, \u201cI realized maybe a year later that I had postpartum anxiety. It had a major impact on my return to work. I felt sidelined and marginalized and pushed out, and I didn\u2019t know to this day how true that was.\u201d<\/p>\n

Another woman noted, \u201cI did experience depression, though it wasn’t formally diagnosed. Sleep deprivation and my body healing from a C-section made me isolated.\u201d<\/p>\n

Employers must realize that there is a strong chance birthing mothers on your teams will be experiencing PPD or postpartum anxiety when they return to work. Ignoring this mental health issue is detrimental to your employees \u2014 and your retention rates.<\/p>\n

You can make the transition easier by being proactive and asking employees what kind of accommodations they need for pumping. It can\u2019t be a bathroom, and don\u2019t pressure them about how long it takes. If your employee has to travel for work, ask if they need accommodations for pumping, like\u00a0Milk Stork<\/a>, and cover it as a travel expense.<\/p>\n

New moms require boundaries and flexibility<\/h4>\n

Mothers returning to work will need to set new boundaries. This doesn\u2019t mean they are working less; in fact, most mothers will tell you that becoming a mom makes them more efficient at work. But these benefits are not often seen or celebrated.<\/p>\n

One woman I spoke to, who was an associate creative director when she had a baby, felt she had to hide being a mom. \u201c[I] never spoke about the baby or being a new mom to my bosses,\u201d she said. \u201cIt was never explicitly said, but the underlying tone felt like, \u2018Don’t talk about it, don’t acknowledge it. Don’t let this seep into your life as a creative at all. You still need to be the same exact person you were with the same priorities (i.e. the agency first and foremost).\u2019\u201d<\/p>\n

Rather than viewing motherhood as an impairment, companies should value the unique skills moms bring to the table. Moms have no time to waste \u2014 they get the work done faster than before. Their multitasking skills will multiply. Their empathy will deepen. This is why you\u00a0want<\/em>\u00a0moms on your team.<\/p>\n

Will they work differently than before? Yup. They may start and wrap up earlier to pick up their kid and get back online once their child is asleep. Employers must understand that moms need to work differently.<\/p>\n

Help new moms reprioritize by asking how their schedule might change, then provide the support they need to navigate it.<\/p>\n

Finally, assume your new mom colleague is going through some times. Ask them how they are doing. Check in. Give them grace and empathy.<\/p>\n

Most of all, don\u2019t ignore the needs of new moms. Talk about it, and ask questions. Support moms \u2014 they are awesome.<\/p>\n

Annick Mayer is executive producer at Butter.<\/em><\/p>\n

Click HERE to read the original article.<\/p>\n","protected":false},"excerpt":{"rendered":"

A survey of moms across the industry uncovered the ways they continue to be underserved and undervalued at work. Our industry has made strides in the past decade on\u00a0parental leave\u00a0policies. But no one really talks…<\/p>\n","protected":false},"author":2,"featured_media":26983,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[234,256,270,273,1,211,218],"tags":[267,272,297,1132,2270,2438,2890,3570,4211,4212,248,249,257],"class_list":["post-26982","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-production","category-butter","category-music-sound-design","category-news","category-uncategorized","category-fresh-news","category-advertising","tag-los-angeles","tag-new-york","tag-production-2","tag-mothers-day","tag-campaign-us","tag-annick-mayer","tag-post-production","tag-moms","tag-maternity-leave","tag-parental-leave","tag-ad","tag-advertising","tag-butter-music-sound"],"yoast_head":"\nButter Music and Sound EP Annick Mayer Says Advertising is Still Failing Moms via Campaign US - Press Kitchen<\/title>\n<meta name=\"description\" content=\"BUTTER 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