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Empowering Mums of today to shape the brands of tomorrow



Today’s Mums are completely overwhelmed by brand choices on their supermarket shelves, retail stores, Instagram feeds and everything in between. Brand loyalty is diminishing as these women are on a continuous quest to find ‘the next best thing’ to satisfy her and her family’s needs. In a world where a Mum’s endorsement is sales gold, what’s turning her away?

Not enough brands are actively involving mothers, still largely in charge of household spending, in the development of products, messaging and campaigns and make costly assumptions instead.  Without having this customer at the forefront of critical decisions, there is a disconnect between what mums want and what companies deliver. The result is disheartened consumers. It’s time to address this gap and give Mums the power to redefine the retail landscape according her needs.

The platform gaining popularity both with thousands of Aussie Mums and the brands who want to speak to them, is Mumpower. Mumpower.com.au, is the one stop shop for consumer brands, to unite a panel of Mums to test and assess product, messages, trends and best campaign ideas, in return for retail vouchers, products and gifts. This free consumer hub involves Mums in projects that ensure her voice is heard and needs respected, by brands that value them. And makes it easy for brands to discover unknowns, and empower more Mums with a great shopping experience.

“We’re on the lookout for more Mums to join our research panel who love sharing ideas and being involved in discussions and testing products from the comfort of their homes including products for baby, kids, food, health, home and lifestyle essentials. In return for rewards, you will shape tomorrow’s brands,” explains Mumpower Founder and Director, Christie Nicholas.

The latest brand Mums are invited to evaluate is global breastfeeding authority, Medela, who are excited to collaborate with Mums and discover new breastfeeding trends, insights and preferences.

“Mums are at the heart of what we do so staying connected is important. This generation of Mums are facing different lifestyles factors influencing breastfeeding habits, including more breastfeeding friendly workplaces, busier schedules, a growing demand for online breastfeeding networks and let’s not forget Iso! We want Mums to tell us what matters to her most so we can shape our products and services that ensure Mum is totally supported, informed and happy with breastfeeding choices available to her.” Medela Australia Managing Director, Jarrod Percy.

And Mums themselves are relishing the journey.

“I love giving feedback. Especially since I’m the one who usually does the shopping. It makes me feel like this brand is listening to me and I think more highly of them. I’ve been involved in testing baby wipes, bedding, food. It’s fantastic when I see the product on shelves and know I played a role in making sure Mums would like it.” Mumpower Panellist, Janine.

Mums interested in sharing opinions and testing products in return for rewards are invited to join the free panel, by heading over to Mumpower.com.au

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For more information please contact Mumpower:

Christie Nicholas| E: cnicholas@mumpower.com.au | P: 03 9598 9128 I M: 0418 511 347

Maddison Magri | E: media@mumpower.com.au | P: 03 9598 9128