Moms Trust Other Moms More Than Brands, New Survey Finds

By AI, Created 10:24 AM UTC, May 20, 2026, /AGP/ – A national survey of 688 mothers found that peer recommendations and online reviews now outweigh celebrity-style endorsements in parenting decisions. The findings point to a bigger shift in how brands win trust with moms, who drive major household spending and baby product purchases.

Why it matters: - Moms are a major consumer force, controlling 90% of household spending and influencing more than $4.2 trillion in annual U.S. spending, according to Maria Bailey. - The survey suggests brands trying to reach mothers may need to lean less on polished campaigns and more on real-world peer validation. - Mother-to-mother recommendations now appear to be a stronger trust signal than celebrity-style influencer content.

What happened: - MomSelect surveyed 688 mothers nationwide ahead of Mother’s Day 2026. - 61% of respondents said they trust recommendations from other moms. - 76% said they rely on online reviews when researching baby products. - Only 5% said traditional celebrity influencer-style recommendations alone drive trust.

The details: - 80% of moms said they switch brands after having a baby. - 72% said they are willing to pay more for products they believe are safer for their baby. - 84% said they feel more protective about the products they use after becoming a mom. - 90% of moms said they read at least one review before buying a product. - Bailey said trust is no longer built through polished messaging, but through real experiences shared by other moms. - Bailey said the most effective influencers are those who show up as real moms first and share what works in their own homes.

Between the lines: - The findings reinforce a broader shift in parenting influence away from advertising and toward peer-led social proof. - The survey also points to a higher-stakes buying environment for baby and family products, where safety and reassurance matter more than brand image. - As moms share experiences across social platforms, that peer network is becoming a larger part of the path to purchase.

What’s next: - Brands targeting mothers may increasingly need creator strategies built around authenticity, reviews and lived experience. - The Mother’s Day timing positions the research as a reminder that trust-building with moms is increasingly relationship-driven, not celebrity-driven. - MomSelect says it helps brands connect with moms through its network across social media, blogs and retail environments. - MomSelect is a division of BSM Media. - Maria Bailey is the CEO of BSM Media and founder of MomSelect. - More information is available on the company’s LinkedIn page.