In the video below, McDonough points to uptake in mobile and tablet devices as a key driver for the shift.
Speaking at last week's Mumstock event about marketing to mothers, McDonough talks about a "generation of convenience" where mums are looking for "simple, easy, hassle free solutions that make their lives easier".
Justine Roberts, chief executive at Mumsnet, adds: "We just think there's a lof myths about motherhood and the way marketers talk to mums that really needs to be recalibrated and reset because the conversation just isn't working.
"We wanted to delve a bit deeper, do some research with our partners Saatchi & Saatchi and come and discuss it [to] try and reset the compass."
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