Making of a McMommy: How the food industry targets mothers through advertising

BACKGROUND: Overweight/obesity resulting from the consumption of unhealthy foods and a sedentary lifestyle has been identified as the primary risk factor for diabetes among children and adolescents. Contributing to the epidemic is the vast amount of marketing to which families are exposed, influencing their purchasing decisions. In addition to spending billions of dollars to create new, loyal customers out of children, advertisers also employ strategies targeting the whole family food environment and especially those who help create it—-mothers.

As primary decision-makers about food for their families, mothers play a major role in determining what foods are available to and consumed by their families. To the food industry, mothers represent a group of loyal customers—a group that will readily become a legion of dedicated advocates—when it comes to products and brands they like. Mothers also shape the eating and purchasing habits of their offspring, developing another generation of loyalty. Seizing upon the market potential, the food industry is becoming increasingly creative in reaching out to mothers.

METHODS/EXPECTED RESULTS: A qualitative content analysis was conducted of more than 600 food and beverage-related advertisements in the ten largest parenting magazines in the U.S in 2007. The use of health claims and emotional appeals specific to parenting reveal how the industry attempts to convert mom to loyal patron.

DISCUSSION: Food industry messages largely respond to psychosocial needs of mothers that have been identified through consumer research. Understanding these messages can help inform more effective pro-nutrition education and social marketing campaigns.