If you wanted to sell me something—a product or even an idea—you first had to connect. You had to make me trust you, relate to you, and maybe even like you. Marketing was built on relationships, not reach.

Then came the industrial boom. Suddenly, we weren’t just making things—we were mass-producing them. Washing machines, canned soup, vacuum cleaners. Every day, people gained access to goods that were once luxuries. It was revolutionary.

But it created a new problem: how to sell it all. That’s when marketing changed. We swapped the shopkeeper’s handshake for billboards. Brands started shouting into the void—across radio waves, into televisions, plastered on buses and billboards. Marketing turned into mass messaging. It was loud, impersonal, and everywhere.

For a while, it worked. But eventually, people tuned out. Messages that spoke to everyone ended up resonating with no one. Consumers—real people—wanted something more. They craved meaning, not just messaging. They wanted brands to listen.

So here we are—marketing coming full circle.

Today’s most powerful brands aren’t just broadcasting; they’re relating. They’re giving real people a voice and creating space for connection. And if you’re looking for proof that this return to roots works, look no further than one of our time’s most underestimated, overachieving consumer groups: mums.

Mothers aren’t just household CEOs—they’re digital natives, community leaders, and savvy decision-makers. They account for 85% of all consumer purchases in the U.S., influence $3.2 trillion in annual spending, and are 20% more likely to use social media than the average user. They’re blogging, reviewing, recommending, and reshaping brand narratives daily.

Smart companies aren’t just marketing to mums. They’re building with them, listening to them, and handing over the mic. Let’s take a closer look at how some brands got it right:

Walmart: Building Bonds Beyond the Basket
In 2024, Walmart flipped the script on traditional advertising with its “Mother of All Savings Memberships” campaign. Instead of pushing discounts, the retail giant invited celebrity mums like Christina Milian and Lala Kent into a candid, heartfelt conversation. They talked openly about the raw realities of motherhood—mental health, juggling family life, etc. This wasn’t a polished promo; it was a real talk moment that resonated deeply.
By creating space for vulnerability and authenticity, Walmart didn’t just promote Walmart+—it nurtured trust. It reminded its audience that being seen, heard, and understood matters more than a flashy deal.

Disney: Where Mumfluence Meets Magic

Disney’s approach? Sprinkle a little pixie dust on social media. The brand hosts the Disney Social Media Moms Celebration, inviting 200 carefully chosen mum influencers to experience the parks firsthand. There are no demands for content—just opportunities for connection. Unsurprisingly, the outcome is a flood of joyful, genuine stories that capture Disney’s magic far better than any campaign ever could.

The takeaway? The future of marketing doesn’t lie in shouting louder. It lies in listening better. It lies in finding the people who shape the conversation.

Because when marketing returns to what it was always meant to be—relational, real, and rooted in human connection—it doesn’t just sell; it sticks.

References:

Walmart Corporate (2024) ‘Walmart+ Hosts Candid Chat With Celebrity Moms in Return of Its Mother of All Savings Memberships Campaign’. Available at: https://corporate.walmart.com/news/2024/04/24/walmart-plus-hosts-candid-chat-with-celebrity-moms-in-return-of-its-mother-of-all-savings-memberships-campaign (Accessed: 2 April 2025).​