Mumpower Crowns Australian Mums’ Favourite Brands
Australia’s Happy Hair Brush, Modibodi and Mater have been crowned the winners of the inaugural Vote On-Purpose Consumer Choice Awards, a Mumpower initiative. This award comes at a time where consumers are shifting their buying preferences in favour of purpose-driven companies.
Mumpower, Australia’s leading agency for Mum-centric brands, introduced these awards to their network of 2,180 Mum Influencers with a combined reach of over 6,000,000 women.
Over a three-week period, the Vote On-Purpose Awards garnered votes from Mums Australia-wide, to support their favourite brands that are making a difference to their world.
This award not only set out to celebrate brands that are going above and beyond to act with purpose and make an impact on their wider community, it also conducted an insightful exploration into socially conscious buying preferences.
Christie Nicholas, CEO of Mumpower (pictured) said, “Mums in our network continuously tell us how much they value knowing about the heart and soul of the company – what they don’t see on the packaging.”
“The brand story, commitment, and ethos inspires shoppers with better choices available to her. Given that Mums are in charge of 72 per cent of household discretionary spend, this award acknowledges their voice and celebrates these brands.”
The impressive line-up of 27 brands shortlisted included popular companies such as Nespresso for their #RecyclingResolution campaign with Planet Ark which encourages Australians to keep recycling a priority in 2021; Household favourites like Bakers Delight who have been committed to supporting the Breast Cancer Network Australia for over 20 years to raise funds and assist with their My Journey Kits and daily operations; and Vetta for their Rural Aid Pasta initiative.
Overwhelmingly, Happy Hair Brush won the ‘Overall Most Loved Purpose Driven Company’ for their mission to change the emotional and mental wellbeing of people everywhere one head, and one heart at a time. Modibodi, the sustainable and ethically made health apparel range driving the ‘Give A Pair’ charitable programme took out ‘Brand to Watch’. Aussie made, hospital-developed Mater, which supports Mater Little Miracles to raise funds for life-saving research and care to ensure seriously ill and premature babies can have the best possible start to life was awarded ‘Purpose-driven Brand Most Likely to Purchase’.
Kristy Chong, Founder and CEO, Modibodi said, “we are truly thankful that mum shoppers across Australia have recognised Modibodi as the Brand to Watch and as a brand they would mostly likely purchase. It shows how important purpose is in their lives, and how our vision to have “limitless positive impact” on humanity and our planet is significant.”
Through this process, Mumpower was able to determine that 3 in 10 Mums have no idea about the purpose driven commitment of most well-known brands, yet upon discovering it, 68 per cent of them are now more likely to purchase as a result of their commitment to positively impacting the wider community.
Ultimately, Mums will chose brands that authentically commit to a cause and educate the consumer effectively, because it enables her to make altruistic buying decisions.
Popular influencer and mum of two Nadine Muller (@nadinemuller) said, “people love helping people. Knowing that their purchase is essentially investing into something BIGGER – feels much better than supporting brands and business that are driven purely by profit.”
For over 10 years, Mumpower has kept Mums at the centre of the conversation to become Australia’s leading agency, dedicated to shaping the way brands speak with Mums Shoppers.
They do this on behalf of Mum-centric brands, by involving their vast network of Mums in the entire brand dialogue, from addressing product preferences, through to understanding and respecting how she wants to be marketed.
This way it’s today’s Mums, who largely hold the cards to household spending, that shape tomorrow’s brands.
Winners:
Category | Winner | Finalist |
Overall most loved brand (Consumer Choice) | Happy Hair Brush | ABC Reading Eggs |
Most likely to purchase | Mater | Modibodi |
Brand to watch | Modibodi | Mater |
Shortlist of Nominated brands:
Brand | Purpose |
ABC Reading Eggs | ABC Reading Eggs is an Australian-made online program helping children learn to read. They also support disadvantaged students in South Africa to build reading and digital literacy skills through their Click Learning partnership. |
Adorn Cosmetics | Luxury, guilt-free ethical cosmetics with an environmentally friendly refill service. Certified Australian Made, Adorn Cosmetics is a movement for the ethically conscious devoted to making the world a more beautiful place, one lipstick at a time. |
Bakers Delight | Bakers Delight, known for its freshly-baked bread, has been working with Breast Cancer Network Australia for 20 years and through the annual Pink Bun campaign has raised over $20 million to assist the BCNA with resources to reach breast cancer patients across the country. |
Bedhead Hats | Bedhead Hats makes fun, comfortable, great-fitting UPF50+ hats for babies and kids. Bedhead Hats aims to lead a generational change in the way we care for our skin, starting with newborns. Yearly they gift $200,000 worth of newborn hats to ensure kids enjoy a safe childhood and learn sun-safe skills for life. |
Ecoriginals | Ecoriginals is an Australian company that provides environmentally conscious parents with premium quality, 90% biodegradable nappies and compostable wipes (and more) in a bid to preserve our planet and protect the precious skins of babies. |
Happy Hair Brush | Along with hair brushes, Happy Hair Brush is changing the emotional and mental wellbeing of people everywhere one head, and one heart at a time. Committed to changing the experience of hair brushing for all women Happy Hair brush is disrupting the core beliefs of self-care at a very impressionable age of a young girls life and setting girls up for a happy and empowered future. |
Happy Planet Toys | Creating and selling toys made in Australia from 100% recycled milk bottles, which are fully recyclable, Happy Planet Toys aims to remove plastic from landfill and show children the importance of reducing waste. |
Mama You’ve Got This | Modern online parenting village for essential, expert information from pregnancy to toddlerhood. Mama You’ve Got This Empowers parents on their journey by: Making the best experts and information accessible to all (low cost/free programs) and by Connecting parents with each other. |
Mater | An Australian Made, hospital-developed range of disposable nappies and skin care formulated specifically for newborn babies and mothers. Proceeds from the Australian Made, hospital-created Mater Baby Products range of disposable nappies and skin care, supports Mater Little Miracles enabling Mater to invest in life-saving research and care to ensure seriously ill and premature babies can have the best possible start to life |
Medela Australia | Alongside quality products to support breastfeeding parents, Medela funds world-leading research. This research allows Medela to understand how to best support Mums and their babies and continue to create innovative products. |
Modibodi | Modibodi creates sustainable, leak-proof period underwear to keep you dry and feeling confident. On a mission to normalise the conversation around periods and stop period poverty, ModiBodi’s ‘Give A Pair’ program donates to charities locally and globally |
Moose Toys | Moose Toys make totally terrific toys! They also work with charities and organizations, to show how play can have a positive impact in all kinds of ways through their ‘Moose Happy Kids Foundation’ |
myDRIVESCHOOL | Online simulation driver training for pre learner and learners, to give teenagers safe driving attitudes, skills and practices for a lifetime of safe driving. With teenagers overly representing the road toll, myDRIVESCHOOL allows teenagers to make mistakes online, not on-road. |
Myoni | Myoni is here to transform menstruation experiences. with reusable, recyclable & responsibly Australian-made menstrual cups. They also give back to community partners like Share the Dignity. This way women experiencing homelessness, domestic violence or poverty are supported. |
Nespresso | Nespresso creates sustainable coffee, with high-quality capsules and machines. Nespresso’s #RecyclingResolution campaign with Planet Ark highlights how coffee capsules can easily be recycled and encourages Australians to keep recycling a priority in 2021 |
ORGANIQ | Nourishing, natural body scrubs, pure enough to eat. Inspired by Islander women and created on the coastline of Kangaroo Island, OrganiQ promote values of sustainability and environmental awareness. Using Kangaroo Island sourced ingredients, they support local business and share the beauty of the island to the wider community. |
Passage Foods | Known for authentic cooking sauces and ready meals in Indian and Asian cuisine, Passage Foods also launched #Curryforacause campaign. 100% of the sales value ($5 per pack) of every Passage Foods Bali Curry sold is donated to the people of Bali through the Yayasan Solemen Indonesia Foundation. |
Pocket Squad Girls | Pocket-size dolls with ‘everyday girl powers’ plus clothes with pockets to put them in. Each doll has their own unique value, trait, talent or attribute that make our girls who they are. This brand is designed to empower girls to be inclusive and celebrate their own everyday girl powers. |
Real Active | Real Active is a lifestyle brand selling drink bottles, towels and apparel and is committed to smashing the stigma around mental health and create a happier and healthier world focused on supporting the one in 5 Australian’s experiencing mental illness. On a mission to provide hope to people, Real Active supports mental health charities batyr and The Yoga Foundation donating 10% of all proceeds along with running additional fundraising events to raise further funds. |
Rinoldi (Vetta) | Vetta produces pasta for the whole family! Vetta’s Rural Aid pasta is crafted from 100% responsibility farmed Australian durum wheat and donates 10c per pack to Rural Aid. To date, Vetta Pasta has donated over $80,000 to Rural Aid, making an impact on initiatives that directly support farmers, their families and larger communities |
Team Rescue | On a mission to save savable lives, Team Rescue offers free, educational episodes teaching children how they can be their own superhero and make safe decisions in everyday situations through music, songs, and dance. Proven safety messages, impacting the community, one show at a time! |
The Hidden Sea | A premium, vegan friendly wine brand with a strong purpose to remove plastic from the oceans. For every bottle of wine consumed, in partnership with ReSea Project they remove/recycle ten 500ml plastic bottles from the ocean. Over 1.2 million plastic bottles from our oceans already recycled! |
The No Nasties Project | The No Nasties Project sells Australia’s best tasting sugar free Icy Stix and are on a crusade to remove over 500 tons of sugar from Australian kids diet, EVERY YEAR. They also donate a portion of their profits to kids health education in Australia |
VTech Electronics | Vtech, known for innovative educational products is launching green electronic learning products, introducing more sustainable packaging and using packaging recycling programmes to minimise waste |
Whole Kids | Whole Kids is Australia’s largest range of Certified Organic, Allergen Friendly, Additive Free snacks for Children. On a mission to make it easier for parents to create a happy, healthy life for their kids. Via: Healthy products, that responsibly nourish Healthy people and shape a Healthy planet, with sustainable practices in place. |
Wotnot Naturals | Wotnot empowers people to make simple and positive choices by collaborating with customers to create innovative, natural and organic Baby skincare, Suncare, Beauty and Tanning products. Wotnot also supports Women’s Community Shelters and Bear Cottage initiative for the wellbeing of women |
Zoggs Australia | With Swimwear, goggles and learn to swim products, Zoggs also aspire to preserve our planet. From greener packaging and reduction of single use plastics, to recycled fabrics made from plastic bottles, Zoggs support environmental causes as well. |
Please login with linkedin to comment
MumpowerLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.