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With the arrival of warmer days and fresh flowers comes another hallmark of spring – Mother’s Day.
As families plan how to celebrate mom this year, we’re here to help, using data from QuestBrand by The Harris Poll to discover what brands are resonating most with moms.
Top Brands That Resonate With Mothers
QuestBrand. Base: US women in households with children under the age of 18. 10/1/24-3/31/25.
Our ranking shows what popular brands over-index with American mothers (with kids in the household under the age of 18) based on brand equity score. This signals that moms value these brands more highly than the general population of US adults.
What Is Brand Equity, And How Is It Measured?
Brand equity quantifies the value that consumers place in a brand. A brand’s overall brand equity score is calculated by taking an average of its familiarity, perceived quality, purchase consideration, and perceived momentum scores.
Moms Embrace Brands That Support Self Care
No one ever said that parenting is easy, and our data backs that up.
A Harris Poll conducted by our Thought Leadership & Futures team on behalf of Skylight found that the mental load of being a parent equates to almost a full-time job. On average, parents spend 30.4 hours per week planning and coordinating family schedules and household tasks. And the load may fall even more heavily on mothers. More than three-fourths (78%) of moms consider themselves the primary caregiver.
What does this significant mental load lead to? Stress. So, it’s no surprise that moms are looking to indulge with self-care brands when they have a spare minute. The top 4 brands on our list are all cosmetics brands or retailers – Fenty Beauty, e.l.f. Cosmetics, Kiehl’s, and Sephora. Girls just want to have fun, and moms just want to relax with a new face mask, mascara, or eyebrow pencil.
Bring Down The Stress This Mother’s Day
Beyond cosmetics, moms are turning to brands that delight or make their lives easier. Parenting’s mental load takes up approximately 63% of parents’ brain space in a given day. When relaxing, moms turn to brands that spark delight, like Pinterest that allows mom to indulge her personal passions. Retailers and ecommerce sites like Zara and Poshmark are also popular – helping mom treat herself to a new outfit, and up her fashion game.
But perhaps the most practical addition to our Mother’s Day brand list is Instacart. In a week full of juggling work, school runs, and packed lunches, moms can avoid a trip to the store with an Instacart delivery. We expect many of these Instacart-ordering mothers to throw some Outshine fruit pops and Bubbl’r antioxidant sparkling water in their carts. Both of these items boast a healthy profile, allowing mom a tasty treat while meeting her health goals. Bubbl’r also offers a natural caffeine boost – keeping mom going throughout her busy day.
This Mother’s Day, brands would do well to support mom’s basic needs. Our Mother’s Day brand list shows that moms are looking for relaxation, delight, and support. Moms are balancing a lot. If a brand can figure out how to make her life easier, it’s well on its way to making next year’s list.
