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

Love This? Never Miss Another Story.


Elisa F.
Elisa F.2 years ago

Moms are Cool :) Thanks for sharing.

Aud Nordby
Aud nordby2 years ago


Melissa Franklin
Melissa Franklin2 years ago

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.

JL A.2 years ago

good to remember

Danuta Watola
Danuta Watola3 years ago

Thank you what a great article.

Eternal Gardener
Eternal Gardener3 years ago


Sarah M.
Sarah M.3 years ago


Teresa Cowley
Teresa Cowley3 years ago

Interesting stats.

LM Sunshine

interesting article, thank you.

Fred Krohn
Fred Krohn3 years ago

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