From children as responsibility to children as opportunity, says JWT study
The Indian Mother-and-Child is now a team with a shared vision, with mothers actively believing they can shape their children’s destiny for mutual benefit, says the latest JWT Brand ChakrasTM
Close on the heels of The Power and the Glory, which studied the Global Indian, JWT now looks at payoffs that mothers want from their children and vice versa, through Brand ChakrasTM
The insight mining exercise was done in eight centers - Chennai, Delhi, Mumbai, Kolkatta, Kanpur, Hyderabad, Ahmedabad, Trichur; and covered SEC A, B mothers with children between 8 and 16 years, through group discussions and depth interviews with mother - child pairs.
Enabling and empowering, coach and companion, event manager and project manager, motherhood has moved beyond protection, nurturance, compassion and selflessness. The child is now a project and a mission; and industriousness, determination, passion and planning are the dominant traits. The children too are taking the roti- kapada-makaan for granted and are looking to the mother to give them the headstart they need in life and ensure that they remain focused.
Other shifts include: from living for the moment to constantly shaping the future; from child’s success to shared glory; and a clear staking of claims on the eligibility for the fruits of success. Emotional elasticity, reasonable adult-like conversations, retaining locus of control while appearing to be democratic, love that includes toughness and a steeling of the heart, are some of the mother’s strategies.
Children in return are conscious of the contribution that their mothers make in their current lives by donning the roles of organizer, guide, enforcer, and friend. While there may be the usual squabbles over food, outings and social activities, children do indeed look up to their mothers to give them courage, inspiration, help them set and achieve their goals, and fill them with a will to win. Mother is both cushion and launch pad… giving new meaning to the famous line “mere paas maa hai”! They seem to be defining success in terms of living up to the mother’s expectations. Though, “itna tenson nahin lene ka” is also something they’d like to say to the mothers!
Download the rest of the report (pdf)