Mumsnet in October
See what Mumsnet has been up to in October, from an award-winning campaign and a mention in Parliament to new Mumsnet Rated winners and how AI is reading Mumsnet.
Featured opportunity
AI is reading Mumsnet to answer your customers’ questions
In the last two months, AI assistants made 5.5 million live visits to Mumsnet, each one reading a page to answer something a person had just asked. They read 190,000 different pages, covering 2,376 brands and 5,548 products.
AI favours detailed, first-hand answers. Mumsnet’s come from real parents comparing, disagreeing and saying what worked for them over 25 years.
We tracked what AI says in three categories where we’ve partnered with brands: holiday parks (Eurocamp), baby kit (Momcozy) and children’s sausages (HECK). In all three, Mumsnet ranked first of the publishers, forums and social sites AI used (out of 43, 35 and 33), ahead of Which?, Reddit, Trustpilot, Facebook and Tripadvisor
Find out how partnering with Mumsnet can get your brand into AI answers. Leave your details below and we’ll get in touch.
Mumsnet impact: industry angle
Phone Addiction Kills wins at the PRWeek UK Awards
Our Phone Addiction Kills campaign won Best Use of Planning, Strategy and Evaluation at the PRWeek UK Awards. It was also highly commended in the Best Integrated Campaign and Best Issues & Reputation Management categories.
Created with W Communications and adam&eve\TBWA, the campaign borrowed the look of cigarette warnings to frame smartphones as a health risk for children. According to the awards entry, it drove a 7,000% surge in parents emailing their MPs and helped bring 173 MPs behind an under-16s smartphone ban.
Mumsnet Rated
Four brands earn the Mumsnet Rated badge
Mumsnet Rated is awarded on the word of real parents. We ask Mumsnetters who have used a product whether they would recommend it to friends and family. If at least 80% of testers say yes, it earns the badge.
This month Radnor Hills, Olbas Oil, Merlin and Royal Canin all won. See what our product testers thought of Radnor Hills’ kids’ drinks.
That badge carries real weight with shoppers. 99% of Mumsnet users say they trust product recommendations on Mumsnet, and three in four would be more inclined to buy a product if they saw the Mumsnet Rated badge on it.*
*Mumsnet Purchase Behaviour Survey, June 2024 (1,014 respondents)
Mumsnet impact
Media mentions in October
October took Mumsnet into Parliament, onto an awards stage and into the trade press. Our medical misogyny campaign was raised in the House of Commons, our Phone Addiction Kills campaign won at the PRWeek UK Awards, and Mumsnet research landed with the grocery industry. Different audiences, same pattern: when people want to know what parents really think, they come to Mumsnet. The Grocer covered Mumsnet research showing that GLP-1 weight loss drugs are having little impact on family meal choices.
Medical misogyny reaches the House of Commons
Our Medical Misogyny campaign made it into the House of Commons this month. Allison Gardner MP raised the campaign during Health Questions and cited the Mumsnet report. Watch the moment on our Instagram.
This campaign started with women sharing their experiences on Mumsnet. It is now being raised with health ministers in Parliament. That is what 26 years of anonymous, candid conversation can do.
Justine Roberts CBE on why it's time to stop changing the clocks
Ahead of the clocks going back, founder Justine Roberts CBE used her Substack to ask why we still change them twice a year.
Justine set out what darker afternoons mean for families: less outdoor play, less independence for children walking home, and women who feel unsafe walking or running alone after dark.
