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.
The study also found that two major areas – Health & Fitness and Travel & Holidays – were the areas where women’s intentions to spend more in the year ahead outnumbered intentions to cut back.
Holly Wainwright, executive editor, said: “She’s done living a small life where she’s at the bottom of her list of priorities. She wants to grab experiences, travel and maximise time with the people she loves. It’s a tequila shot of carpe diem after the tough years of life on hold.”
Mmamia executive editors Elfy Scott and Leigh Campbell then spoke to the crowd about intergenerational nuances found in the study: Gen Z are the loneliest, prioritising relationships, intimacy, sex and mental health; Gen Y are wrestling most to keep their way of life intact, side-hustling if possible, with economic pressures buffeting a growing family; and Gen X are having a bit of an identity crisis.
Content announcements across digital formats
To respond to the insights of the study, confirmed a slate of new and returning content.
• The Mamamia Travel Concierge – A curated ecosystem across written, social and podcasting.
• You Beauty – New podcast co-hosts are joining the roster, and the You Beauty Awards are back in 2024.
• MOVE by Mamamia – A fitness app with equipment-free workouts across strength, cardio, yoga and pilates.
• WELL – A wellness podcast
• Dear Doctor – A written series with expert medical information about very personal problems.
• Nothing To Wear – A fashion podcast hosted by Leigh Campbell, with written, social and eDMs in the ecosystem.
• The Parachute – A podcast to help anyone experiencing grief
• The Baby Bubble and Mid – The family slate is expanding across podcasts, written, social and eDMs, leaning hard into humour with a reboot of The Baby Bubble, following twin new mums Clare and Jessie Stephens. Mid is a podcast and collection of hero-written pieces for Gen X women who are feeling mid-life, hosted by Holly Wainwright.
• Once Upon A Friend – Stories of friendship.
• Mamamia’s Big Pod Night Out – No Filter, Cancelled, Mamamia Out Loud and more, live on stage with special guests in 2024.
• Rize Up partnership – Mamamia is providing funds, media and content to support the charity that offers practical support for women and children survivors of domestic violence, to transition from temporary refuge into a safe and welcoming home.
Co-founder Mia Freedman & Executive Editors Clare Stephens, Leigh Campbell,
Holly Wainwright & Elfy Scott
Freedman ended the presentation by giving the crowd numbers to remember:
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.
Freedman said it adds up to Mamamia being “Your Super Channel For Women” and “Your Super Channel For Purchasing Power.”
“Because in 2023 the world learned what Mamamia has always known: women’s economic power can move mountains. Come move them with us,” Freedman said.
The Upfront was held after an update to the Mamamia editorial team. Mamamia’s current editorial team is now made up of:
• Eliza Sorman Nilsson, Editor-in-Chief
• Valentina Todoroska, Editor
• Polly Taylor, Page Editor and commissions
• Alix Nicholson, Weekend Editor
• Charlotte Begg, Morning Editor
• Laura Brodnik, Head of Entertainment
• Erin Docherty, Beauty & Health Editor
• Chelsea McLaughlin, Senior Entertainment Writer
• Tara Watson, Senior Content Producer – Entertainment
• Laura Jackel, Senior Content Producer – Family
• Isabella Ross, Senior Content Producer – News
• Shannen Findlay, Content Producer