Mum-marketing specialist Mumpower has launched a new independent, mum-backed research and recognition program turning what Australian mums really think about brands into insight, advocacy and visible proof.

Mumpower Approved puts brands to the test with 2391 Australian parents, uncovering what drives brand choice and recognising those that genuinely earn mums’ trust, recommendation and love.

The research also reveals how important brand trust remains, even in a price-sensitive market. 40% of respondents said they would rather pay more for a brand they trust. Almost 60% said brand trust and price are equally important, while just 1% put price ahead of brand trust.

Mumpower founder and CEO Christie Nicholas says Mumpower Approved has been more than a year in development, informed by research with more than 1000 mum shoppers about what they need to see before they believe a brand is genuinely trusted, recommended or loved. Input from 11 leading brands and a major national retailer helped ensure the program also 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,” says Ms Nicholas.

“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.

“Mumpower Approved puts her voice front and centre; not just one mum or one expert, but the customer at scale.”

How it works

Mumpower Approved starts by finding out what Australian mums really think about a brand, including its customers and the mums it hasn’t yet won over.

The research uncovers where brands are winning, what may be stopping others from choosing them and what customers genuinely value. Brands receive customer insight, reviews and advocacy content, while those meeting the qualification standards earn Mumpower Approved seals they can take to market.

Brands can’t buy a seal and taking part doesn’t guarantee they will receive one.

‘Trusted by Mums’ requires at least 90% of mums surveyed who have used or purchased the brand to positively trust it. ‘Recommended by Mums’ requires at least 90% to positively recommend it. ‘Loved by Mums’ requires an average customer satisfaction rating of at least 4 out of 5.

“The standard has to mean something. When a mum sees that seal, we want her to know there is genuine customer evidence sitting behind it,” says Ms Nicholas.

Inaugural brands

Six brands have earned Mumpower Approved recognition in the inaugural program after putting their reputations to the test with Australian mums. Some of the findings include:

• Medela. Mums overwhelmingly trust the breastfeeding brand, with 95% of 1564 mums who had used or purchased Medela positively rating it for trust. Its trusted reputation, recommendations from healthcare professionals and reliable product performance stood out among mums.
• Springfree Trampoline. Mums gave Springfree Trampoline a 4.66 out of 5 average satisfaction rating. Safety and longevity emerged as powerful reasons mums choose the brand, with ‘built to last’ particularly resonating with parents.
• GAIA Natural Baby. Mums gave the baby skincare brand an average 4.42 out of 5 for customer satisfaction, praising its gentleness on delicate and sensitive skin, natural ingredients and how easily the products fit into everyday family routines. Among 1934 mums who had used or purchased GAIA Natural Baby, 91% trust the brand.
• Nido Early School. Nido Early School earned all three seals, including 92% positive trust and 90% positive recommendation among mums who had enrolled their child. Caring educators, genuine relationships with children and a safe, welcoming environment were important reasons mums chose the brand.
• Nuby. Trusted by 90% of mums who had used or purchased the brand, Nuby was valued for its broad range of baby and toddler products that help solve everyday parenting challenges, with practicality, convenience and accessibility standing out.

The inaugural brands will now share their Mumpower Approved status across advertising, digital, social media, retail and other customer touchpoints.