Mumpower Crowns Australian Mums’ Favourite Brands

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.


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.


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