Why Mums Buy
Understanding why mums buy is one of the most valuable insights for brands targeting and marketing to mothers. Whether you’re selling skincare, food, toys or services, the customer buying journey follows a very similar pattern.
This real-life purchase experience highlights how consumer buying behaviour, brand trust and social proof influence purchasing decisions.
Do Mums Really Trust Your Brand?
Your brand can say anything. But today mums don’t just take your word for it. Before Mums buy they need proof other mums trust it.
30 Brands Australian Mums Love
How Brands Win Mums Vote: Insights from the Mumpower Australian Mums Today 2026 Market Research
2026 Back-to-school latest trends.
Back-to-School Pressure Is Rising and Mums Are Carrying the Load.
More than $14 billion is injected into the Australian economy this year for back-to-school spending, according to finder.com.au and new research from Mumpower shows mums are driving the vast majority of this activity.
The Cost of Getting Marketing To Mums Wrong.
Mums influence over 80% of household spending yet too many brands still gamble on guesswork.
When brands misread what drives her purchase, they don’t just miss sales they lose trust, loyalty, and growth momentum. Getting mum marketing wrong is an invisible drain on profit.
Getting it right builds unstoppable momentum.
Mumpower In The Media: Trusted Voice of Australian Mums
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.
Back-to-school insights revealed.
It’s no secret that during the back-to-school season, mums are becoming burnt out en masse as revealed by our upcoming Australian Mums Today 2025 survey.
What is turning Mums away .. and how to fix it by avoiding costly marketing mistakes.
Register for our exclusive Masterclass to discover the brand marketing that is limiting your sales – and proven strategies to drive growth in today’s market.
Mumpower Reveals: The Top 3 Discount Retailers Mums Trust – And Why This Matters for Your Brand
Get ahead with powerful insights into where Aussie mums are shopping, what they love, and how your brand can win their loyalty.
Mum-Approved Marketing: Strategies that Work!
Strengthen your bond with Australian Mum shoppers by developing and executing a well-crafted promotional program that is led by a better understanding of their needs, preferences, and behaviours. We asked our vast network of Mum Shoppers to share which brands and what tactics have made them want to hit ‘Buy now!’