Mothers: designed for love.
In 2016, I reflected on what motivates mothers to make seemingly extravagant purchases.
My mother, a senior teacher at a public school, sent me to a private boarding school—a decision rooted in love, pride, and the desire to offer me opportunities beyond her reach. This emotional investment is a common thread among mothers, driven by purpose and a deep commitment to their families’ well-being.
Nigeria is the largest FMCG market in Africa, with household consumption expenditure of N61.07 trillion in the first half of 2023.
The choice of which school I would go wasn’t a casual decision for my Mum; it was a statement. That choice carried pride, purpose, and a belief that this investment was about giving me something more—something she never had.
It was sacrifice.
Today, this same consciousness of pride and purpose drives the decisions of Nigerian mothers across socioeconomic classes and cultural divides.
Mothers aren’t just buying products; they’re making decisions that reflect their values, aspirations, and their love.
Leveraging a mother’s purpose
Fast forward to today, brands are tuning into these motivations to connect authentically with Nigerian mothers. Colgate’s “Yanga With Your Smile” campaign brilliantly captures this ethos, celebrating the pride and confidence a bright smile brings. It’s not just about toothpaste—it’s about empowering mothers to give their children (families) a reason to shine just the way they are, no extra effort needed.
Terra Seasoning Cubes leans heavily on the emotional act of cooking. Collaborations with trusted figures like Chioma Akpotha bring authenticity, showcasing how Terra helps mothers create meals that bring happiness to their loved ones. It’s not just about food; it’s about the joy of giving.
Coca-Cola goes straight to the heart of family life, with campaigns that highlight the simple yet profound act of sharing a meal. The brand positions itself as a catalyst for togetherness, turning ordinary moments into cherished memories.
Similarly, BAMA Mayonnaise weaves itself into the narrative of mothers striving to provide meals that are both delicious and nutritious, balancing love and practicality with every scoop.
These campaigns succeed because they don’t focus solely on the product; they focus on the mother’s purpose. They understand that the act of buying is never just transactional—it’s symbolic. Every purchase decision is a reflection of values, priorities, and the deeply personal act of care that defines motherhood.
For brands aiming to thrive in Africa’s largest FMCG market, the lesson is clear: don’t just tell stories. Tell purposeful stories.
Understand the emotions, celebrate the pride, and honour the universal truths of motherhood. Because when you connect with a mother’s purpose, you’re not just selling a product—you’re becoming part of her story.
