MARKETING TO MUMS HASN’T JUST EVOLVED. IT’S FUNDAMENTALLY CHANGED.

Families look different. Expectations are higher. Trust is harder to earn. And what worked even a couple of years ago can now feel outdated, off-key or simply ineffective.

Mother Knows Best is a short, self-directed online program designed to help you step back, rethink and reset your marketing to mums—using a clear, modern framework that’s practical and easy to apply, even if you’re still finding your feet.

There are no live classes to attend, no long videos to get through, and no pressure to “keep up”. You can work through it at your own pace, dip in when you need clarity, or move through it in one sitting and start applying what you learn straight away.

This isn’t about doing more marketing. It’s about understanding mums better so you can make smarter, more confident decisions.

If you’re thinking . .

“Mums and families are our core customers but I don’t know how to market to them with confidence.”

“We’re growing, but our messaging and customer experience aren’t keeping pace.”

“I don’t need more tactics — I need clearer thinking.”

This program was built for you.

Small business owner confused over marketing

Mother Knows Best guides you away from outdated assumptions and guesswork, and towards clarity and confidence at a pace that works for you, with expert guidance at every step.

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WHY THIS PROGRAM?

Katrina McCarter is one of the leading global experts in marketing to mums and families. She’s the founder of Marketing to Mums, a bestselling author, sought-after keynote speaker, podcast host and business coach, and has advised hundreds of brands on how to reach and retain family decision-makers.

Earlier in her career, Katrina led large, multi-market teams for a Fortune 100 company, and today has a specialised research arm helping businesses truly understand their customers. It gives her a rare combination of global corporate rigour and deep, research-led, on-the-ground understanding of how mums actually think, choose and buy.

MOTHER KNOWS BEST distils decades of research, insight and real-world experience into a short, practical program designed to help you understand modern mums—and make smarter marketing decisions with confidence in 2026 and beyond.

WHAT MOTHER KNOWS BEST WILL TEACH YOU

The program is built around 7 short lessons, designed to be watched in sequence or dipped into as needed.

1

Understanding the modern parent

Explore how expectations, pressures and priorities have shifted for today’s parents, and what this means for businesses wanting to stay relevant. Build a clearer picture of what shapes family life and buying choices.

2

Why “one mum” no longer exists

Move beyond the idea of a single “mum type” and recognise the diversity in life stages, values and family setups. Learn how to acknowledge difference without making your marketing complicated.

3

The mental load factor

Understand the invisible load many mums carry and how it shapes their capacity, attention and tolerance for friction. See why simplicity, clarity and empathy from businesses matter more than ever.

4

The research gap

Unpack where businesses often rely on assumptions instead of insight, and how this can reduce marketing effectiveness. Identify the blind spots that quietly weaken results.

5

Why experience matters

Look at how mums experience your business across every touchpoint, not just what you say in your marketing. Check whether your customer journey fits real-life needs and pressures.

6

Turning insight into action

Use a simple framework to turn understanding into practical steps. Shape clearer messaging, better customer experiences and more confident business decisions.