May 20, 2025

At Mumpower, we proudly amplify the voice of mums and help brands understand how to reach and engage with this powerhouse consumer. With our ongoing consumer research into Australian mums’ shopping behaviours, spending decisions, and what matters most to families today, it’s no surprise that the media continues to turn to us for expert insights and commentary.

ing the Power of User-Generated Content (UGC)

Overview

Over the years, Mumpower and our exclusive consumer insights into Mothers, continues to be featured in a wide range of national media outlets — from prime-time TV to leading trade publications and consumer platforms. Here’s a 2025 snapshot of where we’ve been and what we’ve been talking about recently.

1. Television

  • 7 News Afternoons (Melbourne Live Cross)
    Watch here — Back-to-school spending pressures and grocery cost-saving strategies.
  • 7 News Afternoons (Sydney Live Cross)
    Watch here — Grocery price hikes and how mums are adapting.
  • 7 News National
    Watch here — The modern mum’s spending mindset, aired across Sydney, Melbourne, Hobart, Adelaide, Perth
  • 7 News National
    Watch here — Household pressures impacting grocery and household spending
  • Today Extra
    Watch here — Cost-of-living pressures and mums’ shopping strategies

2. Trade Media

  • Retail World Magazine (Digital)
    Read here — The full shopper journey from discovery to purchase.
  • Retail World Magazine (May 2025)
    Read here — Mumpower insights featured in key trends analysis.

  • Mumbrella
    Read here — Highlights from Mumpower’s 2025 report on mums’ spending drivers.

  • Retail Biz
    Read here — How word of mouth and reviews influence mums’ purchases.

  • Media Week
    Read here — Our CEO Christie Nicholas on international plans and impact in the mum market.

  • Media Week
    Read here — Why mums are the most influential consumer group and how brands can win them over.
  • Australian Gift Guide (Autumn 2025)
    Read print version — Feature on mums’ gifting preferences and what’s trending.
  • Gift Guide (Online)
    Read here — Marketing to mums for Mother’s Day success.

3. Consumer Media

  • 9 Honey 
    Read here — Smart mum strategies amid rising grocery prices.
  • 9 Honey
    Read here — How trolley design influences mum buying decisions.
  • Power Retail
    Read here — Why Aussie mums trust peer reviews over ads.

  • The West Australian
    Read here — Why mums deserve real support, not lip service.

Thank you to all our media partners for recognising Mumpower as the authority on mums. We’re proud to be the go-to source for brands and media alike, ensuring that this powerful buying group is celebrated, heard and understood.

Stay tuned — there’s more to come!

Catch up on previous media features here.