A study commissioned by Pandora found that 51% of respondents will celebrate Mother’s Day by honoring someone other than their biological mother.
Perceptions about family have changed over the years, directly reflecting one of the festivities of the year, Mother’s Day. According to a survey commissioned by Pandora, 90% of respondents intend to celebrate the date, but 51% said they intend to commemorate the date honoring someone other than the biological mother.
In addition, almost half of respondents said they have more than one mother figure in their lives, while 25% said they have someone who embodies this role, but not their biological mother. According to the jewelry study, millennials (ages 35 to 44) are 53% more likely to celebrate someone other than their biological mother this year.
When asked about the meaning of “mother”, survey respondents stated that the word is defined by “someone who is always there for you” rather than “someone who gives birth to a child”.
“It doesn’t matter if they are connected by family, biology, friendship, experience or all at the same time; the most essential lesson our mother figures teach us is ‘do what makes you happy’. Research confirms that we must redefine how we celebrate the Day das Mães and embrace the diversity of motherhood. It can be anyone who plays this meaningful role, such as a grandmother, a teacher or an aunt. Anyone who shows that motherly love”, said Frdrique Gouzard, senior vice president of the global unit of Pandora’s business.
The survey also confirmed that gifts remain an important part of this special day and nearly two-thirds plan to surprise their loved ones with a gift.
The study was conducted by Censuswide, which surveyed 12,708 respondents aged between 16 and 41 in 12 countries, with a minimum of 1,000 people from the UK, US, Mexico, Australia, China, France, Spain, Italy, Poland, Germany, Denmark and Hong Kong, between 10 and 16 January 2023.
