In the context of Mother's Day, it's a time to reflect on how the concept of motherhood has evolved. Today, more than ever, it's clear that being a mother is neither a uniform nor a static experience. We're witnessing a profound transformation: there's no longer a single mold for motherhood! Mothers no longer fit a single definition. There are different types of motherhood: manager moms, who lead projects, teams, and their homes; tribal moms, who raise their children on social media; intentional moms, who decide when and how to mother (or even not to); and caregiver moms by choice, women who, without having given birth, play an active role in care and affection. This range of possibilities reminds us that mothering is not an exclusively biological act, but an emotional, social and cultural experience.

One of the major changes observed is the redefinition of the maternal role. Traditionally, motherhood was associated with absolute sacrifice: women were expected to erase themselves to become mothers. Today, many women are opting for a motherhood that also allows them to be individuals, professionals, partners, and friends. This shift doesn't mean that new mothers are putting in less effort, but rather that they are seeking to balance their identity as women with the experience of motherhood.

 The generational shift has also marked a turning point in how motherhood is understood. Baby Boomer and Generation X mothers often describe themselves as having "given it their all." Millennial mothers, currently raising their children, question this self-sacrificing model and seek new ways to balance parenting. Young mothers, Gen Z, bring a more autonomous and guilt-free perspective: they feel entitled to choose, set boundaries, and mother from their own reality. This generational conversation is alive in homes, on social media, and also in consumer spaces, where it's important to pay attention so as not to be left behind.

 Many Guatemalan mothers, especially in urban areas, experience a tension between two worlds: the advice inherited from their grandmothers and podcasts about discipline or positive parenting. This duality creates a new profile of mother: informed, but also overwhelmed. Changes are noticeable in how they feel (more expressive and reflective emotions), what they desire (greater clarity in what they seek as women and mothers), and how they manage expectations (between what they can do, what they want, and what society expects).

 One aspect that shouldn't be overlooked is that not all motherhood is biological. There are aunts, grandmothers, sisters, godmothers, caregivers, and other women who, without being mothers in the traditional sense, play a vital role in raising children. These forms of motherhood broaden the conversation and challenge traditional notions of parenting, paving the way for a more inclusive, empathetic, and realistic understanding. (And it is here that I also take the opportunity to dedicate these lines to my sister, who has been a fundamental pillar in my son's emotional, affective, and social development.)

 So, returning to these new forms of motherhood in the age of hyperconnectivity, mothers no longer want to be portrayed as the perfect, self-sacrificing, and always smiling figure. They want to be portrayed as they truly are: human, chaotic, resilient, fun, and diverse. Therefore, it's important to: show flaws, not perfection; prioritize empathy, not idealization; include real diversity, not just visual; and tell stories of possible motherhoods, not idealized ones. Authenticity connects.

 It's worth pausing to observe what isn't always immediately apparent. On occasions like Mother's Day, it's crucial to go beyond the clichés and connect with the deeper meanings that evolve over time.

 And from a commercial and branding perspective, it's very important Understanding these changes is important, as they present both advantages and challenges in relating, or rather, connecting in a more authentic way with that maternal woman.

Carol Pacheco
Director of Mindset Insights & Strategy

Public telephone: 502 2376-4695

Cel: 502 3083-8779 www.mindsetinvestigacion.com LinkedIn Facebook Instagram