FOR IMMEDIATE RELEASE - SEPTEMBER 2026
Australian mums now have a new way to see which family, children and household brands have genuinely earned the trust, recommendation and approval of the mums who buy them.
Mum-marketing specialist Mumpower has launched Mumpower Approved™, an independent research and recognition program designed to uncover what Australian mums really think about brands; why they buy them, why they don’t, what earns their trust and where brands may be losing potential customers, before turning the strongest results into visible proof.
The launch comes as new Mumpower research involving 2,391 respondents reveals how important brand trust remains, even in a price-sensitive market. Forty percent of mums said they would rather pay more for a brand they trust. Almost sixty percent said brand trust and price are equally important. Just 1% put price ahead of brand trust.
For brands, the challenge is becoming more complex. Consumers are more considered about where they spend, challenger brands are competing harder for loyalty and marketing budgets are under greater scrutiny making it more important than ever to understand what customers genuinely think before deciding where to invest next.
Mumpower Founder and CEO Christie Nicholas said Mumpower Approved™ had been more than a year in development, informed by research with more than 1,000 mum shoppers about the level of trust, recommendation, satisfaction and customer proof they need to see to believe in a brand. Input from 11 leading brands and a major multinational retailer also helped ensure the program works commercially.
“Brands can tell mums they’re trusted, loved or recommended. But after 17 years in this space, one thing is clear: mums trust other mums most. They do the research, weigh up the options and have enormous influence over which brands ultimately earn a place in the family budget. So ultimately, they should have a say in whether a brand has actually earned that endorsement,” Nicholas said.
“Mumpower Approved puts her voice front and centre with not just one mum or one expert, but the customer at scale.”
More than a seal
Mumpower Approved™ starts by finding out what thousands of Australian mums really think about a brand, both its customers and the mums it hasn’t yet won over, revealing where it is winning and what may be stopping others from choosing it. Findings span brand awareness, purchase barriers, competitive losses, customer satisfaction, messaging opportunities and what customers genuinely value. Brands also receive customer reviews and advocacy content, while those meeting the qualification standards earn Mumpower Approved™ seals they can take to market.
What does it take to become Mumpower Approved™?
Brands cannot buy a seal and participation does not guarantee one. Recognition is determined by qualified Australian mums with first-hand experience of the brand.
There are three Mumpower Approved™ seals: Trusted by Mums requires at least 90% positive trust among qualified mum users/purchasers surveyed; Recommended by Mums requires at least 90% positive recommendation; and Loved by Mums requires an average customer satisfaction rating of at least 4 out of 5. The standards are applied consistently.
“The standard has to mean something,” Nicholas said. “When a mum sees that seal, we want her to know there is genuine customer evidence sitting behind it.”
Here’s what that looks like in market:
Meet the inaugural Mumpower Approved™ brands:Â
Six brands have earned Mumpower ApprovedTM seal recognition in the inaugural program after putting themselves directly in front of thousands of Australian mums for honest scrutiny, revealing not only where they are winning, but where they can improve and better meet the needs of tomorrow’s customer. Some of the insights they were able to prove and uncover include:
Medela proved exceptionally strong brand trust, with 95% of 1,564 Australian mums who had used or purchased the brand reporting positive trust.
Springfree Trampoline demonstrated standout customer satisfaction, achieving an average rating of 4.66/5 among purchasers.
GAIA Natural Baby quantified the key conversion driver behind why Australian mums choose the brand, based on feedback from 1,215 mums who purchased it.
Nido Early School identified exactly what parents value most about the brand and the key points in the buyer journey where greater focus could help drive growth.
Nuby generated a bank of authentic customer content showing how its products solve everyday parenting challenges through convenience, accessibility and practical use.
Baby Sensory & Toddler Sense demonstrated powerful customer advocacy, with 9 in 10 mums who had experienced the service positively rating both trust and recommendation.
The inaugural brands will now take their Mumpower Approved™ seals into market across advertising, websites, social media, retail, point-of-sale and packaging.
Medela’s Director of Marketing Margarita Magdalinos said the results were particularly meaningful for a brand that places enormous value on the trust it has built with mums.
“Hearing directly from Australian mums about their experience with our brand is incredibly powerful. It gives real weight to the Medela brand, while giving us fresh insight to keep evolving and responding to what mums need from us.”
Springfree Trampoline’s Vice President Southern Hemisphere Megan McKenzie adds:
“We know the strength of the Springfree Trampoline brand and we invest heavily in delivering high quality products and services. But having Australian mums independently validate it is incredibly powerful. We will use this in the lead up to our busy period, Q4.”
Giving mums more power
Mumpower’s ambition is for Mumpower Approved™ to become a recognised signal that helps mums make more confident choices while giving brands that genuinely earn customer trust a credible way to prove it.
“Mums have always been powerful advocates for the brands they genuinely believe in. We’re making her voice impossible to ignore,” Nicholas said.
“Ultimately, we want Mumpower Approved to become something mums recognise and look for because they know other Australian mums helped put it there.”
Qualifying brands will now share its Mumpower Approved™ status across advertising, digital, social media, retail and other customer touchpoints, giving consumers visible, mum-backed validation.
Further information about Mumpower Approved™, the inaugural brand results and research is available on request, along with interviews, imagery and participating brand spokespeople.
