Mumsnet in September
See what Mumsnet has been up to in September - from brand partnerships delivering real impact to media coverage reaching millions.
Interested in a partnership with Mumsnet?
Featured partnership
Before parents buy a car, they ask Mumsnet
Spend five minutes looking at what parents are asking, and it makes perfect sense why Mumsnet was the perfect place for Autotrader to reach parents.
Will the buggy fit? Can we get three car seats in the back? What’s our current car worth, and who can we trust when we sell?
A new baby, a house move or a separation can put a car purchase straight onto the family’s to-do list. Parents come to Mumsnet to work out what to do next.
Through editorial, community discussions, product testing, targeted display and newsletter sponsorship, Autotrader reached families already talking about buying or selling a car. Audiences who saw the campaign were more likely to use Autotrader for a valuation, (twice the upper end of the benchmark) and positive sentiment rose by 19 percentage points. Engagement beat benchmark across the partnership, with one format delivering five times the benchmark click-through rate.
The parents weighing up their next car are already here, and Autotrader’s results show the value of reaching them. What are your customers asking on Mumsnet before they buy?
Mumsnet impact
Media mentions in July
In September the story was what it really costs to raise a family, and the national press turned to Mumsnet to hear it from parents. From £1,000 school trips to parents spending 25 hours a week behind the wheel, Mumsnet was in The Times three times this month, alongside the Observer, the Guardian, BBC News and BBC Morning Live. Some of these stories started with us. Others were national pieces that came to Mumsnet as a read on how parents really feel.
The real cost of family life
The Times used Mumsnet users' experiences to show how parents are being priced out of school trips, with some now costing £1,000. A day later, founder Justine Roberts was quoted in The Times on the "taxi of mum and dad", with some parents now spending 25 hours a week driving their children around.
The same pressures were on the political agenda. Mumsnet was quoted in The Times as campaigners called on Andy Burnham to make raising a family affordable, and in the Observer's profile of Burnham. The Guardian referenced Mumsnet as pressure grew on him to increase statutory paternity leave, and BBC News turned to Mumsnet in its piece on why women still carry more of the mental load.
When the conversation is about the cost and pressure of family life, Mumsnet is where the press goes for the parent view.
Medical misogyny: from breakfast TV to party conference
Mumsnet's Medical Misogyny campaign reached new audiences in September. Mumsnet's Rhiannon Evans spoke about the campaign on BBC Morning Live. Watch from 15:04 here.
At Labour Party Conference in Liverpool, Mumsnet co-hosted Medical Misogyny in the TikTok Age: Rebuilding Trust in Women's Health with the College of Sexual and Reproductive Health, taking women's real experiences of healthcare to the heart of conference season. And Dr Xand van Tulleken joined Mumsnet for an Ask Me Anything on wellness, supplements and health technology, filming social content with us about the campaign.
From TV to politicians to trusted health experts, the campaign keeps building, and it shows what happens when a community of women's experiences is put in front of the people who can change things.
Mumsnet insight
Children are teaching their parents
to recycle
Mumsnet's conversation analysis for Biffa made the Mirror this month, showing how eco-savvy children are now teaching their own parents about recycling.
Biffa got two things from one piece of work: insight into what parents actually say when nobody is selling to them, and a story the national press wanted to run. That is the value of 26 years of anonymous, human-moderated conversation, with 25,000 organic posts every day. It tells brands what their audience really thinks, and it is often news in its own right.
Mumsnet impact: industry angle
Parents' biggest food worry isn't
cooking or cost
Justine took the stage at The Grocer's Health Summit to tell the food industry what parents really struggle with. It isn't the cooking, and it isn't the cost. It's the relentless job of deciding what everyone is going to eat. The Grocer wrote up the talk, and many in the room got in touch afterwards to ask for the data behind it. Justine went further in Dispatches from the Mumsnet Frontline, her weekly Substack.
For food brands and retailers, that is the opportunity. Mumsnet knows where the pressure points are, because parents tell us every single day.
