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The Power of Mom

The Power of Mom

Who do mothers trust most when it comes to shopping for their families? Not company websites; not Facebook pages; and not their Twitter streams. It’s Mom’s tried and true circle of friends; it’s other moms and mom bloggers.

Word-of-mouth, mother-to-mother, it seems moms believe mother really does know best.

A study released by The 360PR MomSquad® reveals that after other mothers, moms prefer a brand’s website over Facebook pages and Twitter streams, although mothers everywhere are increasing their use of social media.

A full 77 percent of mothers surveyed said that friends and family were their most trusted source when it comes to brands; 54 percent cited websites, and 44 percent look to social media.

Mothers surveyed ranked value as the most important thing to consider when making a purchase. Seventy-five percent said they are using deal sites more often than they used to.

“Moms today pride themselves on being savvy shoppers,” said 360PR’s Laura Tomasetti. “While moms are price-sensitive, value doesn’t have to be just about price — it can translate to how relevant a brand is in mom’s everyday life. That has important implications for how brands communicate with moms, including message, frequency and how and where brands interact with moms.”

Shopping with Purpose

  • 58.5 percent of moms said they are more likely to support brands that donate a percentage of profits to charity — 34 percent say it depends on the charity.
  • 70 percent responded that they have ‘liked’ a brand on Facebook to support a cause.
  • 93 percent say a brand’s values are important to them.
  • 48 percent say they would pay more for a product if it is made in the U.S.
  • 90 percent of moms surveyed said they purchase organic at least sometimes.
  • 29 percent said they buy organic “whenever possible.”
  • 38 percent report they buy organic “with certain foods.”
  • 50 percent say they would be willing to pay more for a product if it is organic.

Word of Mom advertising. Now that’s power.

The study was released by The 360PR MomSquad® and conducted by 360 Public Relations and Cool Mom Picks.

Image: Hemera/Thinkstock

Read more: Conscious Consumer, Family, Home, Life, Money, Smart Shopping

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Ann Pietrangelo

Ann Pietrangelo is the author of No More Secs! Living, Laughing & Loving Despite Multiple Sclerosis and Catch That Look: Living, Laughing & Loving Despite Triple-Negative Breast Cancer. She is a freelance writer and member of the American Society of Journalists and Authors. Follow on Twitter @AnnPietrangelo

35 comments

+ add your own
12:47PM PDT on Jul 1, 2013

Moms are Cool :) Thanks for sharing.

12:22PM PDT on May 9, 2013

ty

11:51AM PDT on May 9, 2013

thanks =] I'm very lucky to have an incredible mother in my life, who is a strong enough woman to have basically raised me & my brother on her own. I love her, and would do anything for her.

9:31AM PDT on Apr 6, 2013

good to remember

2:19AM PDT on May 16, 2012

Thank you what a great article.

4:26PM PST on Mar 8, 2012

Yep...

11:32AM PST on Feb 22, 2012

Interesting

4:22AM PST on Feb 22, 2012

Interesting stats.

5:32PM PST on Feb 19, 2012

interesting article, thank you.

8:49AM PST on Feb 19, 2012

Read Alice Sheldon's (James Tiptree's) 'The Girl Who was Plugged In' for more details.

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Disclaimer: The views expressed above are solely those of the author and may not reflect those of
Care2, Inc., its employees or advertisers.

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