Authenticity and empathy: the Mumsnet route to engaging with mothers

This event report considers research that offers a much more nuanced picture of mothers than marketers typically rely on.

Authenticity and empathy: the Mumsnet route to engaging with mothers

Brian Carruthers Warc

"Are you ready to stop faking it?" That was the question posed to brands during Mumstock, an event focused on marketing to mothers, organised by the Mumsnet forum and held in London in March 2016.