Missing New 35+ Moms in Baby and Children's Ads

Do a simple test for me. The next time you see an ad targeting new moms I want you to look for the mom who's in her 40s; the modern but seasoned beauty next door. Considering that the National Vital Statistics System shows first birth rates for women aged 35+ rose in nearly all U.S. states from 2000 to 2012, there should be at least one woman in the who looks older than 25! Do you think ads targeting new moms should show more moms over 35? Here’s what I think…..


  1. I'm really interested in reading your thoughts, but the link is not taking me to the article.

  2. Good article Cynthia!

    The part about the women so-called "purposely" delaying pregnancy hits home for me. As a 20 something year old, I thought I'd be married with children by 30. That didn't happen. And there was no way I was going to get pregnant before I was married. My life and my child's life would have been very difficult. So I waited for Mr. Right who came along when I was 34. We married when I was 36 and the first child came 2 weeks shy of my 38th birthday.

    Also, I like all the stats you provided and the emphasis on advertising to diverse communities. It reminded me of being at a blood bank once and being told the need for African American donations. I looked at the brochure and there was not one black person on it. I told the technician and she said that I should write them to let them know. I wrote a comment in the survey section. I hope someone read it and acted upon it.

  3. Anita, you and I connect on so many issues,especially marriage and children. I guess we learned that life does not always go according to our perfect plan. Concerning advertisers, I think it's just plain commonsense when trying to reach a target group to include the target group! Hopefully, the folks at the blood bank learned this from your input.