What Aussie mums really want from brands

Brooke Hemphill

Australian mums use social media, word of mouth, product recommendations and reviews to decide what to purchase, with the opinions of their kids and friends the most influential factors.

Word of mouth - both online and offline - is critical when it comes to influencing the purchase decisions of mothers, due to the level of research they do across products and services.

"Whether you like it or not, mums are very proactive when it comes to researching products they want to buy," said Christie Nicholas, Founder and MD of marketing firm Kids Business Communications at the Marketing to Mums conference in Sydney.

According to a study conducted by Nicholas -The Billion Dollar Mum: What Makes Mums Buy Your Product - very few product categories slip under the radar with...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands