Decoding the femaleness power among mothers: Challenges of female jugglers, with 4 key roles at hand
Active earners, decision-makers, influencers, spenders, mothers, housewives, housekeepers: women, in most parts of the world, fulfil all these roles with just one body. In many cases these roles come into conflict; even the same woman is not the same in all occasions.
Under four typical roles, Housekeeper, Female (feeling a woman), Mother and Professional, we have studied how women feel & experience little daily achievements. The Mother role and the Housekeeper role are the two non-negotiable stereotypical roles. Nevertheless, the Femaleness role is the one mostly associated with little daily achievement moments: this has been proven across 150 everyday narrated achievements, collected at the very real moment that happened. And it is even more so among non-working women.
More specifically, experiencing own Femaleness remains a very important source for positive experiences, even among Mothers, who often suppress their femaleness side, giving priority to their mother role and obligations: their actual moments of self-pride and achievement reveal how much Femaleness remains a requirement, even in moments of experiencing the Mother role.
It is especially those contexts –when women feel by default active in Mother role- that give them the passport to better enjoy Femaleness; those vested occasions with their core stereotypical role of Mother, a role that is perceived as the always must-be priority to align with the political correctness requirement. It is mostly those occasions that liberate women to express and experience their Femaleness. As an example, accompanying the kid in a party and waiting the party to be over, portrays an opportunity for her, to give up on a femaleness temptation product, online or offline.
Through this study, Truberries has gone deep in Female Moments and constructed a new context to read the female daily life; proving that female targeting should develop more subtle resolution mechanisms, in order to enable women enjoy their often repressed Female role.
