March 23, 2021
Australia’s Happy Hair Brush, Modibodi and Mater Baby Products have been crowned the winners of the inaugural Vote On-Purpose Consumer Choice Awards, a Mumpower initiative. This award comes at a time where consumer are shifting their buying preferences in favour of purpose-driven companies.
About the awards
Mumpower, Australia’s leading agency for Mum-centric brands, introduced these awards to their network of 2,180 Mum Influencers with a combined reach of over 6 Million women. Over a three week period, the Vote On-Purpose Awards garnered votes from Mums Australia wide, to support their favourite brands that are making a difference to their world.
This award not only set out to celebrate brands that are going above and beyond to act with purpose and make in impact on their wider community, it conducted an insightful exploration into socially conscious buying preferences.
Christie Nicholas, CEO of Mumpower says:
“Mums in our network continuously tell us how much they value knowing about the heart and soul of the company – what they don’t see on the packaging. The brand story, commitment, and ethos inspires shoppers with better choices available to her. Given that Mums are in charge of 72% of household discretionary spend, this award acknowledges their voice and celebrates these brands.”
The impressive line-up of 27 brands shortlisted included popular companies such as, Nespresso for their #RecyclingResolution campaign with Planet Ark which encourages Australians to keep recycling a priority in 2021; Household favourites like Bakers Delight who have been committed to supporting the Breast Cancer Network Australia for over 20 years to raise funds and assist with their My Journey Kits and daily operations; and Vetta for their Rural Aid Pasta initiative.
The Winners
Overwhelmingly, Happy Hair Brush won the Overall Most Loved Purpose Driven Company for their mission to change the emotional and mental wellbeing of people everywhere one head, and one heart at a time. Modibodi, the sustainable and ethically made health apparel range driving the ‘Give A Pair’ charitable programme took out Brand to Watch. And Aussie made, hospital-developed Mater Baby Products that supports Mater Little Miracles to raise funds for life-saving research and care to ensure seriously ill and premature babies can have the best possible start to life was awarded Purpose-driven Brand Most Likely to Purchase. (see full list here)
Kristy Chong, Founder and CEO, Modibodi said
“We are truly thankful that mum shoppers across Australia have recognised Modibodi as the Brand to Watch (winner) and as a brand they would mostly likely purchase (finalist). It shows how important purpose is in their lives, and how our vision to have “limitless positive impact” on humanity and our planet is significant.”
Jen Harwood, Founder and CEO, Happy Hair Brush said:
“Our mission is to make one million people happy with our best ever hairbrush. This amazing result tells me that what we are doing is working and we are getting closer every day to realising this.”
Insights
Through this process, Mumpower was able to determine that 3 in 10 Mums have no idea about the purpose driven commitment of most well-known brands, yet upon discovering it, 68% of them are now more likely to purchase as a result of their commitment to positively impacting the wider community. Ultimately, Mums will chose brands that authentically commit to a cause and educate the consumer effectively, because it enables her to make altruistic buying decisions.
What Mums Said
Popular influencer and mum of 2, Nadine Muller (@nadinemuller) says
“People love helping people. Knowing that their purchase is essentially investing into something BIGGER – feels much better than supporting brands and business that are driven purely by profit.”
Empowering Mums to shape Brands
For over 10 years, Mumpower has kept Mums at the centre of the conversation to become Australia’s leading agency, dedicated to shaping the way brands speak with Mums Shoppers. They do this on behalf of Mum-centric brands, by involving their vast network of Mums in the entire brand dialogue, from addressing product preferences, through to understanding and respecting how she wants to be marketed. This way it’s today’s Mums, who largely hold the cards to household spending, that shape tomorrow’s brands.
