The “Mum Mafia” – The Ultimate Source of Advocacy

Polestar Communication’s latest research gives an interesting insight into a vital, influential group within the traditional Housewives and Kids audience called ‘Connected Mums’, which have apparently “become the ultimate advocates, with the power to build or destroy brands…”

This new quantitative study into the ‘Mum Mafia’ across England provides a departure from reductive assumptions such as ‘Yummy Mummies’ and ‘the Mumsnet Phenomenon’.

The research sheds new light for marketers on the self-identity, attitudes and network behaviours of upmarket, Connected Mums.

Polestar’s research reveals that:

• The Connected Mum takes pride in her role and recognises its importance as equivalent to anything in the corporate environment.
• 66% agree that the role of Mum has changed for the better over the past 10 years.
• Critically they recognise, and are prepared to utilise their influence – 81% agree that Mums have become a more influential group; 90% recognise that the media and advertisers are taking more notice of them.

Expectations on Mums have never been higher with pressure to run and manage a household, be an excellent parent, return to work or even start up a ‘Mumpreneur’ business, while still looking good.  Yet, with status and pride in the role on the up, and their increasing influence recognised, Mums are grasping the initiative using the full range of tools at their disposal.

Unsurprisingly, the internet is credited with playing a significant role.

• 89% of Mums agree that it has helped them to be more connected than before.
• Over 70% claim to feel reassured by specialist networks such as Mumsnet and NetMums.
• One in ten uses them to drum up support around issues and around a third posts questions and comments.

Use of online networks is fragmented and non-homogeneous, from a variety of different networks rather than dominant sources.  Even forums owned by product and service brands have a valued role to play.  Moreover, and perhaps contrary to popular belief, Connected Mums are far from reliant on these sites with over 80% of Mums seeing the support of immediate family, friends and neighbours (even in London!) as more important.

Kiran Kaur, head of insight at Polestar, said: “We are seeing a definite shift in the way these women see themselves and their place in society as a whole, with 93% agreeing that it is far more acceptable to define yourself as ‘a mum’ than ‘a housewife’. The 2010 Mum sees herself as intelligent, savvy and well-connected.  While Mums experience pressure from multiple sources, not least the ‘targets’ they set themselves, they use their networks as one way to cope with this pressure.”

Megan Butler, senior strategist, added: “We know from previous work that face to face advocacy outstrips online by a factor of seven to one. The clear implication of this combined knowledge for brands is that there exists a genuine opportunity to further empower mums, adding value to their lives with tools, knowledge and connectivity. While undoubtedly important, to rely exclusively on online environments misses the point. They are only part of the solution and brands need to work hard to create advocacy cues that can translate themselves into off-line conversations.”

Click here to download the full ‘Connected Mums Research‘ presentation.