Passionate about leading with empathy, Cressida Holmes-Smith, Managing Director at Lucky Generals, delineates the inclusive approach Lucky Generals takes to supporting their employees who are parents and portraying parenthood in advertising.
How has the depiction of parenthood in advertising evolved?
We’ve made some big steps forward to reflect societal changes around parenting in our advertising. Moving from purely traditional gender roles to more diverse representations; it’s no longer always the mother caring for the children – we now see single parents, same-sex couples and blended families.
We’ve also progressed from the idealized perfection of tidy homes and spotless children to a more authentic approach. For instance, in Lucky Generals’ campaign for Zoopla ‘See if it’s time to sell’ we showed what parents are really thinking when they want to move house - with lines such as ‘He’s four, he’ll make new friends’, ‘Grandad can always get the bus over’ and ‘It’s what Mr. Snuffles would have wanted’.
In the past, advertising has tended to portray parenthood as a duty or obligation which comes with sacrificing your own desires for the sake of your children. There has been a more recent shift towards portraying parenthood as a choice, with advertising that emphasizes the joys and rewards of parenting – as well as the lows and strains -, and the importance of self-care and personal fulfillment.
How are agencies and brands adapting ad comms to inclusivity around parenting?
Lucky Generals’ Christmas holiday’s campaign for Amazon took an inclusive approach in several different ways last year. The Christmas season is a time for happiness, love and celebrations, and yet we were facing into the biggest cost of living crisis of our time. Many people would not be spending as much, and being frugal was a key thought in most people's minds.
And yet, it’s a parenting truth that you don’t want to let your children down or for them to feel disappointed that you haven’t met their – or their friends and societal - expectations of an idyllic and often portrayed Christmas filled with presents.
Our Amazon Christmas campaign told a heart-warming story celebrating the inventive spirit of a loving (single) father who is inspired to create a very special and thoughtful experience for his young daughter. Proving deep down - when we close our ears to the usual Christmas adverts - joy isn’t bought, it’s something we can all make.
In what ways does your role as a parent inform your work?
In so many more ways than I thought it would. I’ve found untold confidence in being a parent that I take into my work. I know that if I can give birth to a child and keep them alive and happy, then I can easily give birth to an idea or keep an account alive and happy. My children are more demanding, and their emotions run higher, than any client.
Parenting has also increased my productivity and prioritization; I want to get things done to be home and present for bedtime stories, and it’s easier to see what’s truly important. Equally, my empathy. There’s also nothing like getting children dressed and out the door for nursery/school on time every day to hone your persuasive and leadership skills.
I joined Lucky Generals directly after my first maternity leave and was promoted to Managing Director directly after my second maternity leave. I am very lucky to have experienced children as only an additive to my career progression in this way and I have tried to ensure that other parents at Lucky Generals experience the same positive experience and support. We have modern and inclusive parental policies in place such as miscarriage and fertility policies, and pay reviews as a standard for returners from maternity leave.
What are some areas regarding parenthood that you feel could use more visibility in advertising?
For me it’s not just a question of visibility, but of meaningful and sustainable action to support parents – beyond a one-off stunt or made-up purpose. For instance, I’ve been lucky enough to work with the Co-op for the last five years. As well as having food stores in every neighborhood, it operates everything from academy schools to funeral homes. And because it's owned by and run for its members, we can develop significant actions that genuinely help our people.
In 2020 we began a powerful advocacy campaign with Marcus Rashford and Co-op to tackle food poverty over the school holidays. The campaign, with Rashford at the center, raised more than £20m and provided food for over 4 million children. Rashford’s efforts also led the government to reverse its decision on school meal vouchers and make a second U-turn when it announced a £400m winter grant scheme to support a further 1.4 million children in England.
Legal guardians can play a significant role in the lives of children who are no longer with their birth parents. How can brands balance the importance placed on these other parental figures in their messaging?
Again, I think brands can collaborate with organizations or initiatives that support legal guardians or advocate for their importance and recognize the significant role they play. ‘The Beginner’ by John Lewis was a good example of this last year.