Released ahead of Mother’s Day to spotlight everyday gaps in how family moments are captured

Family photos are how we hold onto the moments that move too fast. They shape not just what is remembered, but who appears in the story. Our latest findings from the 2026 Family Photo Representation Study, a nationally fielded survey of 1,001 parents conducted in April 2026, reveal a clear and consistent pattern in how family photos are captured across households. While both moms and dads value photos as a meaningful way to preserve family memories, their experience of being in those photos is not the same.

At a glance:
Parents agree that photos matter, but moms are significantly less likely than dads to appear in everyday photos of their children. This gap is not explained by parenting stage or age of children. Instead, it reflects differences in roles, expectations, and who often ends up behind the camera.

Across the study, one insight emerged repeatedly: moms are more often documenting family life, and as a result, are more likely to be missing from family photos, a pattern that’s been referred to as the “missing mom” effect.

Key findings from the study include:

• Moms are 31% less likely than dads to have photos with their kids
• Moms are 43% more likely to feel they don’t have enough photos with their kids
• Over half of moms (51%) say they’re usually the one taking the photos
• Dads are 1.5x more likely than moms to feel they’re in enough photos with their kids

The survey also shows that while milestone moments like holidays, birthdays, and Mother’s Day are more likely to include moms in photos, everyday life is where the gap is most pronounced. And those everyday moments make up the majority of family memories over time.

Moms deserve to be in the memories they work so hard to create.

2026 Family Photo Representation Study

Here’s what we learned in our 2026 Family Photo Representation Study and why it matters.

What did you set out to understand?
We wanted to learn how parents feel about family photos—who’s in them, who isn’t, and what gets in the way. This nationally fielded survey of 1,001 parents conducted in April 2026survey included n=1001 reflected self-reported attitudes, behaviors, and occasions related to family photography, t

Is this just a “life stage” thing—like having younger kids?
No. Moms and dads in the survey reported very similar child age profiles, so the differences we see aren’t driven by parenting stage. They’re driven by roles, expectations, and who ends up doing the documenting.

Do moms and dads value family photos differently?
Not really—both parents see photos as meaningful. But even with shared values, moms experience a real gap in representation. Compared to dads, moms are:

• 31% less likely to have photos with their kids
• 43% more likely to feel they don’t have enough photos with their kids

In other words: parents agree photos matter—yet moms are still more likely to be left out.

How common is the “Missing Mom” effect in everyday life?
It’s significant—especially in candid, day to day moments.

• One in five moms said it’s been several months since they were in a photo with their children.
• Dads were 45% more likely than moms to have been included in a recent everyday/candid moment with their kids.

Everyday life is most of family life. And that’s exactly where moms are most likely to be missing.

When do moms feel most “front and center” in photos?
Mostly during milestone moments—holidays, birthdays, and big events. In the survey, moms were more likely to say they’re captured during holidays and kids’ birthdays, and they also pointed to Mother’s Day as one of the occasions where they’re more likely to be in photos with their kids.

But that’s part of the problem: celebrations get captured. Everyday moments get missed.

Why are moms often missing from family photos?
1. Moms are often the ones taking the photos.
Moms are much more likely to carry the documentation burden—being the “designated memory maker” and the person behind the camera.

• 73% of moms (vs 67% of dads) said they are usually behind the camera when family moments happen.
• “I’m usually the one taking photos” was selected by 51% of moms vs 37% of dads.

2. Moms feel more pressure to be “photo ready.”
Appearance pressure is a major barrier. The study highlights that moms more often report feeling “not photo ready,” which keeps them from stepping into the shot.

And when parents were asked about moments where they’re not in photos, the top response for both was “when I am not ready / put together”, with moms selecting it more often (39% moms vs 33% dads).

Do dads feel the same urgency about having enough photos with their kids?
Not to the same degree. One additional insight from the study: dads were 1.5x more likely to feel they’re in enough photos with their kids (23% dads vs 15% moms).

That gap matters, because if one parent feels “we’re good,” the imbalance can quietly persist.

What does this mean for family memories long-term?
Both moms and dads recognize the same long-term pattern: photos are plentiful in early childhood, and they tend to decline as kids get older.

But the study shows the emotional and practical weight of preserving those memories falls more heavily on moms—legacy concern is shared, responsibility is not.

What’s one simple thing families can do this Mother’s Day (and every day)?
Make it easy for moms to be included, especially in everyday moments. The data tells us moms are often taking the photo, forgetting to ask, or missing the moment to step in.

So here’s a simple, human shift: if you see a mom behind the camera, offer to take the picture, and take a few! One quick handoff can change what your family has to look back on later.

What’s the big takeaway?
Photos are about presence. They’re about who gets remembered—and who gets to see themselves in the story later. When moms are consistently behind the camera, they are more likely to be missing from the visual history their families will look back on later. While moments like Mother’s Day bring attention to this gap the findings point to a broader truth: moms deserve to be in the memories they work so hard to make every day.