Becoming a mom means entering a stage of your life where your needs and priorities are eclipsed by what your children need. Finding the proper balance, especially at first, can be very challenging. That's one of the reasons 45% of moms say they're more stressed than they feel they should be. As part of the POPSUGAR Insights #Momstamina study, we wanted to better understand the implications of motherhood on a woman's overall happiness, as well as how it impacts the activities she used to enjoy prior to having children.
Overall, we discovered that having kids means that it's harder to stay on top of other life goals. For example, according to our study, only 16% of moms say that they're as healthy as they should be, and only 10% say that they're as stylish as they should be. While they may be aspiring to reach an unreachable health or style goal, the data shows that many moms are not very satisfied with those important areas of their lives and seek help from brands to help them become healthier and more stylish.
Additionally, making time for baby often means doing less of the things that Mom used to love to do by herself, with her significant other, or with friends. Since becoming a mom, women say that they shop for themselves (56%), get together with friends (53%), go on dates with their spouse or significant other (49%), sleep (48%), and exercise (37%) less than they did before they had kids. The motivations for why moms don't pursue those activities as often now that they're parents can vary. For example, 66% of moms say that they shop for themselves less because they don't have enough money, and the same percentage of moms (66%) say that they see their friends less due to a lack of time. Both lack of time (53%) and lack of money (31%) contribute to why moms don't go out on dates with their significant others or spouses as often, and 53% of moms say that lack of energy is the reason they are exercising less. Millennial moms especially feel the pinch of this transition to a new life stage, and because of this are more likely to do each of the aforementioned activities less than moms overall.
Moms realize that they don't have time to do everything on their wish list, but when we asked them what activities they wish they had more time for, spending time with their spouse or significant other topped the list (21%), followed by sleeping (14%), exercising (10%), and shopping for themselves (10%).
For moms, the struggle to find proper balance is real. For brands, an opportunity exists. Now that we know the key drivers behind why moms say they do the activities they love less since having kids, the question is how can brands offer content or experiences to provide valuable information, teach them ways to find more balance, or offer inspiration to help women be both a great mom and a happy woman?