Overview
4 out of 5 Australian Mums feel judged.
That’s one of the headline findings from “Australian Mums Today”, a comprehensive research study commissioned by Mumpower to see where Australian Mums are at after a tumultuous couple of years.
The study conducted from October 5-16, 2022 amongst 515 Australian Mums found that:
- 82% of Mums feel judged, 1 in 4 (25%) feel judged all the time and 57% sometimes.
- Millennial Mums are more likely to feel they are being judged all the time (28%), more than double when compared to their previous generation counterparts, Gen X Mums (14%).
- And it is Mums judging other Mums being the main culprits with two thirds (65%) of Mums who feel judged saying they are being judged by other Mums.
- Parents in law come in second in the judgement stakes with 38% of Mums saying they feel judged by them, followed by their own parents at 29%.
The top 10 ways Mums feel judged are:
- How I discipline my child (48%)
- What I wear myself / my appearance (44%)
- The state of my house (messy!) (44%)
- What I feed my child / that I cater to a fussy eater (43%)
- The amount of screen time I give my child (41%)
- Working full time and missing some of my child’s kinder / school events (23%)
- Not working in paid employment (23%)
- How I dress my child (19%)
- Using formula to feed baby (18%)
- Breastfeeding in public (15%)
Verbatim responses from Mum respondents on how they feel judged:
“The car we drive, the job I have, the suburb I live in, being female, maternity leave, having 3 children, having another baby after already having fraternal boy girl twins, the food we eat, pregnancy weight…”
“Working full time and not being able to keep a nice tidy house, no junk food or sugary food, co sleeping, teaching my children from an early age about consent and not having to cuddle/kiss people, getting my young children to assist with chores around the house…”
What’s keeping Mums awake at night?
The study also explored the current worries and frustrations amongst Mums. Health and wellbeing of family and self, managing the day-to-day whether that be finances, household, parenting and balancing the overall demands placed on Mums are the key things keeping Mums awake at night right now.
The top 7 worries and frustrations for Mums RIGHT NOW in order:
- Health and wellbeing of family (42%)
- Finances – day to day (40%)
- Household chores/Managing home (39%)
- Balancing demands placed on me (32%)
- Health and wellbeing of self (29%)
- Day to day parenting (27%)
- Work / career (19%)
“Parenting and Family Life” dominate as Mums current key priority
There is a standout focus for Mums right now – Parenting and Family Life. When asked “what would you say is your main focus at the moment?” more than three quarters of Mums (77%) stated Parenting and Family Life.
Health, Fitness, Wellbeing a distant second to this at 32%, followed by Overall Quality of life (things, experiences, travel, environment) – 25%; Financial life – 25%, and then Career / work life – 19%.
Christie Nicholas, CEO of Mumpower says
“As a community, it is important to recognize that this is how Australian Mums are feeling today. Mums often feel judged and this adds a weight to the pressures of life she is already navigating. Feeling judged affects self esteem, happiness and ability to thrive as individuals.
In terms of Mums key priorities, while parenting life remains her main focus with, it is interesting to note that health, fitness and wellbeing is a secondary priority. During covid this area of her life became more important to her – and remains there now.”
In summary
These findings form part of a broader consumer study on ‘Australian Mums Today’, capturing Mums sentiment, spending intentions, their present-day consumer buying behaviour, shopping sustainably and the exact reasons Mums will or will not buy. Learn more here
The study conducted from October 5-16, 2022 amongst 515 Australian Mums, largely Gen X and Millennial Mums, is extensive and provides insights for marketers, advertisers and brand custodians who specifically speak to this market.
To discuss market research insights about Australian Mums in more detail, contact us.