Alpha Mom

Originally coined by graphic designer Constance Van Flandern for the launch of a cable TV program The Mommy Channel in 2004, the expression alpha mom describes educated and well-off mothers who aim to reach excellence in motherhood. They believe that motherhood does not come naturally, so excellence in motherhood cannot be achieved simply by trusting their instinct. Alpha Moms believe motherhood to be like a job: they diligently and scrupulously look for the latest information on how to raise a child and regard their duty as similar to a manager in a corporate business.

As the mission of Alpha Mom Website reads, “Alpha Mom was started because, as counter-intuitive as it may seem, motherhood is not a natural instinct for many (many) women. Rather, connectedness is a new mom's first instinct. And, with non-judgmental support and advice from other moms and parenting professionals, we try to help women embrace motherhood with confidence.” Because of their influence on American society, Alpha Moms have become an important focus for the marketing campaigns of major corporations and have been described as “hyperactive purchasing agents.” As so-called Soccer Moms and Yoga Moms before them, Alpha Moms have gained visibility as influential consumers and as an influential social group within American society.

Van Flandern's client was Isabel Kallman, herself a new mother and a former senior vice-president at Salomon Smith Barney, who decided to launch a cable channel on parenting when she could not find anything regarding motherhood on TV. The channel was launched in 2005, obtaining distribution deals with Comcast and Cox. Although the channel struggled in its early days, its name has come to designate a new conception of motherhood and its influence on American society has grown steadily. Important [Page 50]companies such as Nintendo, General Motors, and Procter & Gamble have increasingly recognized the power of Alpha Moms as trendsetters and highly social networkers. Part of the success of the Wii console game was due to the endorsement it received from Alpha Moms. General Motors decided to focus Cadillac campaigns—in the words of Liz Vanzura, one of its marketing directors—to “moms who wouldn't be caught dead in a minivan.… Type A moms who hit one goal, then are off to the next.”

In their projected image as efficient, technologically expert, and successful mothers both inside and outside the home, Alpha Moms combine two crucial American values: the work ethic and domesticity.