Originally published: Mediaweek, 05 September 2023
On Tuesday morning, Mamamia hosted its Sydney Upfronts showcase for 250 senior marketers at Doltone House in Pyrmont.
Mamamia creators Mia Freedman, Holly Wainwright, and Clare Stephens opened the day with some of the findings from the brand’s new longitudinal study, The State of Australian Women. According to the study, Two-thirds of women across generations are shouldering the burden of managing the household’s budget through inflationary times.
The Upfront saw the presenters tell the room full of advertisers that the findings showed that there is major purchasing power in Australian women: from beauty to home entertainment to auto. The report showed that only when you get to home renovation that shared decision-making becomes more common than women making all or most decisions.
Mamamia has a monthly reach of seven million Australian women across generations Z, Y and X, over-indexing VS average household income by +27%. The brand also has 52% more recommendations about brands than the nearest radio network, according to the Pureprofile & Mamamia podcast study.
