Insights into Mums Buying Journey 2024.

17 Jan 2026

Unlocking revenue and increasing market share is exactly what we do at Mumpower. And how we have been able to do this for hundreds of brands since 2009 is by creating and implementing growth marketing solutions, all based on current data insights into how, what and why mums buy. Most recently Mumpower surveyed almost 700 Australian Mums and we presented this intel exclusively in a masterclass for senior brand representatives.  In today’s episode, I’m throwing back to this masterclass to share some snippets. Here we unpack the 3 biggest shifts for 2024 this data reveals – and we reveal more around Mums buying journey.

Christie Nicholas

I lead mum-centric brands to next-level brilliance with foresight, insight & dynamism

Let’s Connect
Latest Episodes

How Williams Shoes Earns Loyalty that Lasts Generations

Christie Nicholas chats with Nic Hobley, General Manager of Williams, the iconic Australianshoe retailer with over 160 years of history. Discover how Williams has kept its brand relevant across generations by putting mums at the centre of its marketing strategy. Nick...

Why ENJO Put Mums at the Centre of Its Brand Revival

In this episode, ENJO Australia CEO Barb de Corti shares how a deeply personal journey sparked a chemical-free cleaning revolution — and how rediscovering today’s mums helped her revitalise a legacy brand. Whether you’re in FMCG, retail or wellness, this episode is...

How BIG W is Evolving to Win the Hearts of Aussie Mums

In our season opener, we sit down with Sally McLean, Head of Social at BIG W, to find out how one of Australia’s most loved retailers is keeping pace with modern mums — and winning their loyalty along the way. Sally reveals: How BIG W’s social strategy shifted from...