What matters to new mums?

Research • By ELLIE GAUCI • 29 June 2016

First-time parents collectively contribute a whopping £500m to the UK economy each year in preparation for their first child’s birth*. That’s a big number, and a big opportunity for brands.

And it begs the question, what really matters to new Mums as they prepare for the arrival of their little one? Or ones?

Read PSONA's full report


What’s inside our report:

  • What matters to new Mums
  • Where are we now?
  • Better targeting through shared experiences
  • Engaging new Mums with your brand

Read PSONA's full report

Our Head of Planning, Ellie, recently gave birth to twin girls.

She chats about becoming a proud Mum and how this inspired PSONA’s own Method Planning™  approach.

Emma’s Diary – the pregnancy guide every Mum and Dad should read.

Emma’s Diary exists to make sure every Mum-to-be is as prepared as you can be for the amazing experience of pregnancy, birth and motherhood.

We worked with this fantastic brand to create a highly successful content strategy, which was driven by Mum’s due date.

Read our case study

*Aviva First-time Parents Report