In the US, Mother’s Day is the time to celebrate someone that looks after and provides for you. And yet, most greeting card companies take such holidays as an opportunity to perpetuate sexist gender stereotypes. Mothers, in the world of these companies, are self-sacrificing, unthreatening and nurturing. Their main hobbies in life are ironing, tidying up after others and slaving away over the stove, while their husbands jovially play golf before enjoying a nice cold beer with their manly friends.
While mothers may provide, nurture and care for their families, they’re so much more than that. They are real people with real interests and achievements that extend beyond the realm of the 1950s housewife. And while they may only be greeting cards, gifting them to your mother only normalises the archaic attitudes that we’ve tried hard to stamp out.
It’s not just Mother’s Day that’s fallen victim to these ridiculous stereotypes. In early April, a pair of amorous greeting cards went viral for their shameless perpetuation of the belief that women love to receive flowers in return for making hearty sandwiches for their manly man. And to add insult to injury, the envelopes were even colour-coordinated blue and pink to appeal to their respective sexes.
The majority of Mother’s Day cards available today are plastered with garish designs of flowers and sparkly wreaths, alongside messages encouraging the poor women to relax and leave that inevitable pile of ironing until tomorrow – when it will still be there for her to delve into, of course.
There’s nothing wrong with children saying thank you to their mother for all the support and comfort they provide, but why, in 2019, are we still dividing these traits and tasks by gender? Times have changed, attitudes are evolving and it’s about time that we have some greeting cards that reflect what mothers really do.
Our talented design team have created six new realistic greeting card designs for multidimensional mothers in 2019, each highlighting the roles mothers really play.
While there’s nothing wrong with being a stay-at-home mum, greeting cards rarely acknowledge working mothers. If they do, job roles are limited to receptionists, cleaners and nurses. This greeting card gives a more accurate representation of the wide range of jobs working mothers do – i.e. any job a man can.
Single mothers have long had their strength and capability undervalued in favour of the single dad, who appears far more frequently in the greeting card world. This card salutes the mums who are doing the jobs of both parents and are absolutely crushing it.
While the majority of Father’s Day cards praise dads for their business prowess, mums are rarely given any praise for the work they do outside of the home. This card is for the mothers who work hard to provide for their family.
Father’s Day cards may make out that DIY is solely a man’s job, but few mothers will never have assembled flat-pack furniture or painted a wall. This card is for the mothers who help maintain their home, and not just by hoovering or washing up.
A stay-at-home mum does far more than just cook and clean. Whether it’s checking for monsters under the bed, spending hours on end keeping guests entertained or working hard to resolve family disputes, this card gives thanks to one of the most difficult jobs.
Golf has become the unofficial symbol of Father’s Day, along with pints, slippers, pipes and tools. But what about women who are equally passionate about the sport? With more focus being placed on women in sport than ever before, this card is for the mothers who have active interests.
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