NEW DATA: Mumpower reveals new insights into Mums buying journey.

It’s no secret that the last few years have changed the purchasing habits of your customer. Today, more than ever, Mums are hyper price sensitive, so they’ll look for the best deal – but if you’re only relying on Mums to buy you on special, it won’t sustain you through 2024 or beyond.

But how can you increase your value, and Mums perception of your brand as the one to choose amidst all the noise?

Well, unlocking revenue and increasing market share is exactly what we do at Mumpower. Based on both experience in this space and our latest consumer insights from nearly 700 Australian Mums, we revealed exactly what marketing makes Mums buy today, and laid out the bulletproof roadmap you can implement immediately in our latest Growth Masterclass.

Three Key Market Shifts Happening with your customer right now.

1. She’s got bigger problems to deal with that you don’t know about. Did you know 60% of Mums are consumed with the mental load of the household, 50% are stressed by finances and 82% are worried about the future? When was the last time you clarified exactly what a day in the life of your customer looks like? What she does, thinks about, what she worries about? The reason why is information is important is because her pain points have shifted, and if you don’t know what they are, or how your brand can help, your message is falling on deaf ears.
2. Mums trust brands less. Remember when your customer would go to your brand website first, to learn about your products, or to buy? Not anymore. Now 67% of mums depend on brand recommendations and referrals from other Mums. She’s got less dollars to spend and must make good buying decisions – and she’s not asking you for advice. She’s going to ask another Mum she trusts more. If she’s not mentioning your brand, it’s your competitor – so you need to get peer to peer endorsements at scale.
3. And finally, Mums media habits have shifted, and many brands don’t understand how. Should you be all over TikTok? Are influencers a thing of the past? What kind of content are Mums engaging with the most? In our research, we discovered only 32% of mums are on TikTok vs 88% on Instagram. 70% of mums discovered a new brand through influencers and the most popular type of social content is content that demonstrates the product in action. If you’re guessing, you’re wasting money and limiting your ROI.

These market shifts are just the tip of the iceberg.

Ultimately, your customer has changed, her steps to purchase have changed and until you know this and speak to her the right way, she’s going to choose another brand.

So, if you want to understand the best way to build brand awareness, tips to speed up the path to purchase, and how to amplify word of mouth we are here to help. You can achieve more by doing less and leverage your efforts by connecting with your customer, faster.

For proven ways you can implement in your business and marketing functions, listen to our full recap in the latest episode of Mastering the Mum Market here.

Want more?

Watch the full and extended Growth Masterclass here – available now for a limited time where we unpack all the data and what this means to your brand in 2024 and beyond.