To celebrate brands going “above and beyond to act with purpose”, Mumpower has announced its first-ever consumer choice awards.
The ‘Vote on Purpose’ Australian Business Award 2021 aims to crown Australia’s favourite purpose-driven company, with Mumpower now calling on both corporations and Mum shoppers to nominate a value-led company or a specific brand campaign that deserves to be revered and celebrated in an upcoming campaign with Australian Mum Shoppers.
Nominated brands will be put forward to the Mumpower network of 14,000 Aussie Mums and 2,000 Mum influencers. This will uncover the impact their brand commitment has, through the eyes of the consumers, Mumpower said.
The winner of the award will receive a Mumpower ‘Launch with Impact’ growth marketing campaign, to have their brand message amplified.
Mumpower chief executive Christie Nicholas 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, we want to acknowledge their voice and celebrate these brands.”
With 47 per cent of consumers believing that it is important for brands to be involved in social issue and movements, this award comes at a perfect time.
Purpose-driven brands already nominated include: Whole Kids; Aussie made, hospital-developed Mater Baby Products, and much loved Happy Hair Brush.
Purpose-driven campaigns already nominated include: Smash’s environmentally conscious, Nude Food Day initiative encouraging kids to eat well, live well and eliminate unnecessary packaging.
And Passage Food’s #Curryforacause that donates 100 per cent of proceeds of their Balinese curry range to the Yayasan Solemen Indonesia Foundation to help the disadvantage people of Bali.
Now’s the time to nominate a brand (that Mums buy on behalf of for herself, her family, her home) that is doing something amazing for the community.
Whether the impact is on a global level or benefits a grassroots initiative, you can vote on-purpose for the Australian Business Awards 2021 here.
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