August 4, 2022

Mastering the Mum Market podcast is now LIVE! 

For Immediate Release

Mums are the most powerful consumers in the world. Globally, their annual buying power tops $23 trillion and they control or influence 85 per cent of all household buying decisions. That’s a big opportunity for brands that Mastering the Mum Market podcast explores.

Brought to you by Christie Nicholas, the CEO of Mumpower, Australia’s leading marketing agency representing brands Mums buy, the podcast explores trending topics from the perspective of 1. Brands 2. Influencers AND 3. Mum Shoppers. Mum-centric brands master what it takes to fast-track relationships and ultimately revenue with this economic powerhouse with this unique 360-degree view point.

After 18 years in this space, having partnered closely with 400 brands, Nicholas has watched the different ways brands embrace the next generation of Mums, new social media revolutions and trending issues and opportunities that make or break a brands success. And along the way, with a brilliant team at Mumpower, has stayed on top of what matters to Mum consumers and the exact reasons she will – or won’t – buy a product.


Christie Nicholas explains:

“Our mission is to lead a movement that educates, empowers and enables Mum-centric businesses to go further—and to involve Mums in the brand dialogue.  I can’t wait to pull back the curtain on what separates the ordinary brands from the extraordinary”

Listen to Mastering the Mum Market and be inspired in 30 minutes or less! To learn more or to discuss interview opportunities and topic ideas, contact

Available now on Spotify, Apple iTunes and where all good podcasts are heard.