Mums in lockdown & - March 2021 - Britain Thinks
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& Mums in lockdown March 2021
“I feel like I have lost myself…” What the lockdown experience has been like for mothers – and what this means for the future A BritainThinks and Mumsnet study
Methodology
• 6 focus groups were conducted
Deep-dive with ABC1 and C2DE mums in
Online focus the North of England and
interviews
groups Midlands.
10th - 12th
2nd - 4th February
February
• Mums were recruited via
Mumsnet and snowballing.
• Mumsnet polling and discussion
Nationally Mumsnet threads were conducted with a
Mumsnet
representative discussion sample of 1,486 Mumsnet users
polling
polling threads from across the UK.
10th - 11th 16th February and
9th February - 1st • BritainThinks conducted a
March 2021
February 1st March national omnibus poll of 2,103
UK adults.
The research took a phased approach to explore and measure
what matters from mums’ perspectives
The qualitative stage was used to explore:
• How have mums found lockdown?
• In what way do they think the pandemic has impacted
their children’s lives and the local area?
• What are their hopes and aspirations for the future for
themselves and their children?
• Who are they looking towards for guidance and
support and what do they want to see the government
and brands focus on next?
We ensured inclusion of a UK-wide sample,
The issues emerging from the qualitative stage were with the qualitative research focusing on
then further explored and measured in the polling. women in the north and midlands.
Private & Confidential
Contents
1. Being a mum in lockdown
2. Mums’ concerns for their children
3. Mums’ hopes for the future
4. What does this mean for government and policy?
5. What does this mean for brands?
6. Conclusions
.
More information about BritainThinks and Mumsnet can be found in the Appendix.
Key findings: Time for healing and recovery? Mental health has been impacted: During the pandemic, the burden of around-the-clock childcare and increased insecurity are taking their toll on mums’ mental health, with 77% of mums saying they have felt much more stressed than usual during the pandemic, and 2 in 5 mums feeling pessimistic about their mental health. Covid-19 has also exacerbated the gender divide, with around three-fifths of mums agreeing that the pandemic has had a negative effect on gender equality both in the home and in the workplace, and with mums more likely to take on more childcare responsibilities and more at risk of losing their jobs. Mums are worried about their children: A key driver of current concern is the impact the pandemic is having on their children’s holistic development, with 89% of mums feeling lockdown is taking a big toll on the mental health of children and young people, and 77% of mums are more worried about children missing out on social skills as as result of lockdown. Mums want children to have fun again: There is little support for shorter holidays: only 23% of mums think that longer school days or summer school should be compulsory – after a difficult year, mums feel that children and teachers deserve a break and there is a preference for expectations and curriculums to be adjusted instead. 73% of mums are concerned about the opportunities their local area offers for young people and we heard they are keen to ensure out-of-school activities for children are invested in and thrive in the future – such as youth groups and sports lessons. Longer term they are also pessimistic about their children’s prospects and the impact of climate change.
Key findings: What do mums want next? To maintain community spirit: Thinking ahead to post-Covid society, mums want to see an extension of the community spirit they have experienced during the pandemic and mums want to see more empathy in policy-making. 55% of mums would rather politicians focused on making a fairer, kinder society than economic recovery. A focus on those most in need: Mums’ specific policy priorities reflect this, with mums wanting to see politicians focussing on reforming education, funding social care and health services, and more kindness and equality of opportunity in society. 59% of mums selected better funding for the NHS and other public services as their top 3 priority for how life in the UK should change after Covid – the top ranking priority. More relatable leaders: currently there is little faith in politicians (of any party) and over 4 in 5 mums believe politicians are out of touch and privileged - crystalised for many by the free school meals debate. Instead, mums are looking for politicians who are engaged, empathetic and who understand them and their realities. Brands to be part of the solution and seen to give back: Given the current context, there is a real appreciation for brands going the extra mile, especially among low-income mums with young children who are struggling financially. While mums see value in shopping locally and want to be able to do so, cost, convenience and speed mean that big brands have, at times reluctantly, been lifesavers during the pandemic.
1. Being a mum in lockdown It has been a tough year – whatever their individual circumstances mums are stressed, worn out, and desperate to feel some normality return.
The burden of around-the-clock childcare and increased
insecurity has taken a toll on mums’ mental health
24/7 childcare
Juggling work
and home-
No time for
2 in 5
Uncertainty (40%) mums feel pessimistic about
self-care
schooling their mental health, compared to 1
in 4 (26%) UK adults surveyed in
September 2020.
Poor mental health C2DE mums (49%) are more likely to
Loss of sense of self feel pessimistic compared to ABC1
Exhaustion mums (38%).
“I realised my time off was when they had their swimming lesson or “I feel like I’ve lost myself a little bit […] I can’t remember the
gymnastics lesson and it was that bit of time off from having to be last time I drank a cup of tea that was warm. As much as I
switched on – and a few weeks into lockdown I realised I didn’t love my kids, – there’s not enough hours in the day but it’s
have that break.” also going by so slowly.”
(C2DE mum, North) (C2DE mum, Midlands)
MN polling Q2. Thinking now about your personal life, to what extent are you feeling optimistic or pessimistic about the following over the next year or so? Base:
All respondents (n=1,434); BT polling September 2020: Base: All respondents (n=2,028).
Single mums without the support of a partner or nearby family
are more likely to feel negatively about their mental health
Mums not living with a partner are significantly more likely:
to rank "that we provide better support
to say that they are "very to describe their personal life to people struggling with their mental
pessimistic" about their mental as "challenging" (12% vs 6%) and/or physical health" as the most
health, than those living with a or "lonely" (12% vs 4%) than important future priority than those
partner. (18% vs 11%) those living with a partner. living with a partner. (14% vs 7%)
“I was taking sertraline as a result of the divorce anxiety and “I am a single mum, my boys' father has chosen not to see them
came off that in the summer, but I’ve recently asked my anymore, and I never get a moment off. I would just like a
doctor to prescribe me Xanax because I have days that it all weekend off with no responsibility for cooking, cleaning, laundry
feels too much, or nights where my mind is racing and I can't etc. It's just nonstop. Even when they are in bed, I am just
sleep. I do do exercise - I walk most days, but it's been a finishing up my chores and prepping for the next day.”
real struggle to keep the kids active.” (C2DE mum, Wales)
(ABC1 mum, London)
MN polling Q6. To what extent, if at all, do you agree or disagree with each of the following statements? “The pandemic has had a negative effect on gender equality in the home”.
Base: All respondents (n=1,434).
MN polling Q7: Thinking now about your personal life, to what extent are you feeling optimistic or pessimistic about the following over the next year or so? Base: All respondents
(n=1,434).
MN polling Q11: Please rank in order of importance (where 1 is the most important) the things that are most important to you when considering how life in the UK should change.
Base: All respondents (n=1,434).While individual circumstances differ, all mums are struggling,
juggling and feeling the strain at home
Many of those with a partner Mums are worrying about their
Mums with newborns are
have had to come to new wider family, and elderly
finding the social isolation and
arrangements about the parents as well as their own
lack of support very
division of labour within the children.
challenging.
household – with mixed results.
“My husband works offshore – usually 4 weeks away, 4 weeks home
– but because of quarantine he now leaves for 6 weeks and is only “I have been hit quite hard by lockdown. The worry of
family members catching COVID (especially family
home 3 so it’s just me, my 4-month-old and 8-year-old with no help
members who are shielding) has been a part of the
and no other adults to see. It’s SO hard and it really has taken a toll
problem. I haven't seen my parents since it was
on me. I find myself randomly crying most days or constantly feel
possible to see them outside.”
sad because I’m so alone.”
(C2DE mum, Scotland) (ABC1 mum, Wales)While individual circumstances differ, all mums are also
struggling due to their employment status
“The first lockdown was harder
because I was furloughed. Now I
can go to work again, my life feels
more normal. Because I am a
single mum and a key worker, my
Working at Working outside Not being in paid kids can go to school.”
home: the home: employment:
Days are Mixed feelings of Struggling with “I have no support from my male
stretching with few guilt and relief that monotony and employers, and I really think they
breaks or time for they get some sense of isolation. could do more to help - offer
themselves. ‘normality’. support groups, make sure
people are talking. I accept it's not
a situation of their doing but I feel
they have a duty of care that they
Worried about their career prospects in the future. are ignoring.”Nearly three quarters of mums think lockdown has been
especially hard for them
“I have felt much more stressed than usual during the “Lockdown has been harder for women,
pandemic” especially mums”
Showing total % agree Showing total % agree
77%
73%
61% 59% 55%
Total population Mums Total population Mums Dads
“By the time I've worked a day’s work, helped the children with home schooling, cooked dinner, done some housework, I'm
exhausted. I am not exercising. I keep hearing and seeing "go for a walk" " do an online class" and as much as I know I would
benefit from this it really feels impossible. I’m covering the basics, the essentials – there is no room for gravy. Pressure to do
anything more adds to the oppression I am feeling.”
(ABC1 mum, London)
BT polling Q1. Here are some statements that people have made recently about life in the UK. To what extent do you agree with these statements? Base: all
respondents (n=2,103), those with children aged 18 or under (n=1,501), female (n=322), male (n=268).Mums feel that the pandemic has had a negative impact on
gender equality both in the home….
61% 49%
of mothers say they have taken on more
of mums agree that the pandemic childcare responsibilities during lockdown,
has had a negative effect on while only 23% of fathers say the same.
gender equality in the home.
ABC1 mums (65%) are more likely to And while 2 in 5 (43%) fathers think they are
agree than C2DE mums (48%). sharing responsibilities, only 1 in 5 (20%)
mothers agree. (Ipsos)
“I’m the one doing all of it, not my partner. It’s not even “I think a part of it is that mums put more pressure on themselves
that we could split things, he just isn’t the sort of person to do things with their kids. My husband is a wonderful dad, but he
and his work requires him to be in at certain times.” wouldn’t think to get pinecones and make artsy things with them.”
(ABC1 mum, North) (C2DE mum, North)
Whilst the pandemic has accelerated some trends – such as digital adoption and flexible working – it appears
that it has also stalled progress in others. And ‘flexible’ means, for some mums, just working harder.
MN polling Q6. To what extent, if at all, do you agree or disagree with each of the following statements? “The pandemic has had a negative effect on gender
equality in the home”. Base: All respondents (n=1,434).
Source: Ipsos Sep 2020 ‘Which of the following statements, if any, best describes your view about how childcare is being shared during the lockdown for you
personally? Base: UK adults (n=2,152).….And in the workplace – with women who have low incomes
particularly impacted by this division
60% 1 in 5 mums 44%
of mums agree that the
pandemic has had a negative lost hours or their job due to of mums are pessimistic
effect on gender equality in the caring responsibilities about their career
workplace. compared to 13% of fathers. progression, the third
ABC1 mums (65%) are more likely (Women’s Budget Group) highest ranking issue about
to agree than C2DE mums (44%). which they feel pessimistic.
“I have also had to leave my job that I love (in the NHS) because I “My employer furloughed people without children, and
needed to reduce my hours to support my children and my mental although we could work flexibly it put additional stress on
health - but my request was rejected.” those of us homeschooling and still working.”
(ABC1 mum, South East) (ABC1 mum, North)
Mothers on the lowest incomes (household income below £20,000) were 8x more at risk of losing their job due to
school closures than their higher-income counterparts (household earnings of over £40,000) - Women’s Budget Group.
Source: Women’s Budget Group (November 2020) Survey of 1,003 parents with children aged 14 and under.
MN polling Q6. To what extent, if at all, do you agree or disagree with each of the following statements? “The pandemic has had a negative effect on gender
equality in the workplace”. Base: All respondents (n=1,434).
MN polling Q2. Thinking now about your personal life, to what extent are you feeling optimistic or pessimistic about the following over the next year or so? “My
career progression”. Base: All respondents (n=1,434).Case study
Sarah* lives in the North West with her husband and
children. “As time went on, I began to find it more difficult mentally,
not so much being confined to the house but worrying
When the pandemic started, she valued being able to about my family's health. My husband is in the vulnerable
spend more time at home with her family but as the category and though he is able to work at home mostly, I
pandemic continued Sarah found herself struggling became paranoid about him staying safe and well. My
with mental health, worrying about the health of her parents are elderly and live a good distance away, so
husband (in the vulnerable category) and elderly again, it was hard coping with worrying about them all the
time.”
parents.
Over the summer, her mental health worsened and as
she was due to return to her work in a school in
September she had to sign off sick and ultimately left “My GP referred me to counselling which definitely helped
the job, as it was low-paying and she felt the anxiety me refocus my thoughts and take back some control…but I
worry that it has damaged my confidence, being stuck at
wasn’t worth it. home for so long - the latest lockdown I have found hardest
Sarah’s GP has referred her to counselling which has in that it seems there will never be an end to it all; even
though we have vaccines, the new variants cropping up
helped, but the pandemic has knocked her confidence worry me and I can feel my thoughts beginning to spiral
and she has also felt herself starting to struggle again again some days.”
in this latest lockdown due to ongoing uncertainty and
the threat of new variants.2. Mums’ concerns for their children Short term, mums want their children to be able to socialise and have fun again; longer term, they are worried about facilities and opportunities in the local area, the affordability of housing, and the impact of climate change.
Mums’ areas of concern for their children differ across shorter
and longer-term timescales
Social development, mental health, Prospects, housing,
education and activities in the local area and climate change
Short term Longer termSocial development, mental health, education and activities in the local area
Mums are more concerned about their kids’ holistic and social
development than their educational attainment
“Lockdown is taking a big toll on the mental
vs. health of children and young people”
Showing total % agree
89%
77% 82%
of mums are more concerned about children
missing out on social skills than academic skills as
a result of lockdown. The national poll reveals that
60% of the UK public agree.
Mums Dads
“She’s so clingy, […] she’s prone to outbursts, her
behaviour has definitely suffered. She was potty trained 9 in 10 mums are concerned about the
and now she’s completely not potty trained.” impact of lockdown on the mental health of
(C2DE mum, Midlands) young people.
BT polling Q1. Here are some statements that people have made recently about life in the UK. To what extent do you agree with these statements? Base: all
respondents (n=2,103), those with children aged 18 or under who are female (n=322), male (n=268).
MN polling (same question) Base: all respondents (n=1,434).Concerns for children’s development and mental health are
driven by a number of factors
Children being confined to homes “I really feel like it has impacted my
eldest child a lot with social
development, his lessons are online at
Disruption of schools opening and closing home since Covid and he rarely leaves
his bedroom. I've actually enjoyed
having him at home as I know he is
Being unable to see friends and family safe, but it has affected his mental
health, he misses the daily face-to-face
interaction with people his own age; his
Spending large amounts of time online friends - also the sport and exercise as
a team is something he has really
missed - and swimming with school. It
Lacking access to developmental opportunities has really affected his mood and I have
been worried for his long-term health. I
hope it doesn't affect him long term.”
Uncertainty around exams and their futures (ABC1 mum, Midlands)Less than a quarter of mums think that longer school days or
summer school should be compulsory for children to catch up
23% Generally, mums are not immediately concerned
of mums agree that longer school
days and/or summer school should
61% about their children ‘catching up’ academically
and feel they have enough to ‘get by’.
of mums feel
be compulsory for children to catch They feel that children, mums and teachers
optimistic about
up on their schooling vs 51% of UK deserve a break over the summer holidays.
education for their
adults in the national poll. children – the top And want expectations of children and their
ranking area of curriculum to be adjusted to reflect the disruption
C2DE mums (34%) are more likely to optimism overall. they have faced.
agree than ABC1 mums (20%).
“I’d actually prefer shorter days, especially for the younger children. I think it’s “I think catch-up is a bad word here;
a bit long – when they get home they’re overtired and they don’t want to listen, I think the benchmark needs to
get hyper. When it’s after 3 it just makes that difference with things we can do. change not the children having to
Summer school no – I love the summer holidays. Precious time.” catch up.”
(C2DE mum, Midlands) (ABC1 mum, North)
BT polling Q1. Here are some statements that people have made recently about life in the UK. To what extent do you agree with these statements? Base: all
respondents (n=2,103). MN polling (same question) Base: all respondents (n=1,434), ABC1 mums (n=1,115), C2DE mums (n=304).
MN polling Q.4 Thinking about your children and their future, to what extent are you feeling optimistic or pessimistic about the following? Base: All respondents
(n=1,434).Mums are pleased that the pandemic has revived a sense of
community on the hyperlocal level
Mums have welcomed the increase
in community spirit during the
66%
pandemic, particularly in their of mums feel optimistic about the
immediate neighbourhood community spirit in their local area
“Our local area is a large housing estate and generally the
“Our local churches have managed to keep a lot of contact community spirit has been amazing, our local food share
going, particularly with the older generation, and
service had to close due to the lockdown, but local people
emergency response services made up of volunteers have
rallied round and have been delivering a bag of shopping to
started up…It has made neighbours interact more and
people in need each week, which will have made a big
generally, people are looking out for others more.”
difference to families.”
(ABC1 mum, North-west) (C2DE mum, Scotland)
Mums have an increased appreciation for their local communities, with neighbours and local volunteer groups
stepping in to help provide support and essential services – for most mums this has been the only silver lining
of the pandemic.
MN polling Q3. Thinking now about your local area, to what extent are you feeling optimistic or pessimistic about the following over the next year or so? Base: all
respondents (n=1,434).However, almost three-quarters (73%) of mums are concerned
about the lack of opportunities for children in their local area
73%
of mums agree they are There is a strong sense that the Mums worry about the impact of
concerned about the pandemic has further exacerbated the area continuing to decline
opportunities their local area the decline of local area resources, and long-term career
offers for young people. particularly for young people, and opportunities for their children.
closures on the High Street.
“Even before [Covid], there wasn’t enough investment, and nothing “Dudley is just a shock horror
to do for kids. That brings down the area further if they’re just picture…what Covid-19 has done to the
hanging out in the street.” town centre is terrible.”
(C2DE mum, North) (C2DE mum, Midlands)
MN polling Q13. Here are some statements that people have made recently about life in the UK. To what extent do you agree or disagree with these
statements? Base: All respondents (n=1,434).Case study
Kate lives in a rural village near Carlisle in Cumbria.
She’s a single mum to a 3-year-old daughter. “My daughter’s attention span is about 20
With a pre-school aged daughter, Kate is worried that her minutes, that’s about 40 activities a day. It’s
child is missing out on important development. Her full on. Prior to lockdown we’d have
daughter’s schedule used to be busy with playgroups and dancing, swimming, yoga, farm parks, all of
other activities – now she only has her mum for company. that’s off.”
As much as Kate tries to keep her engaged, she feels
that the social aspect is missing and that, as an only child
in particular, her daughter needs the company of other
children outside the home. “All these activities I’m doing with her are
good for her development but actually it
For Kate herself, the situation has also been challenging. feels to me like a bit of a waste of life. I’m
As her life is centred entirely around her daughter at the used to her doing things that actually leads
moment, keeping her entertained has become a full-time to something.”
job. Kate sometimes feels that, as a person, she doesn’t
even exist at the moment.Employment prospects, housing, and
climate changeDespite some optimism, mums feel pessimistic about their
children’s long-term future
73% 61% 43%
of mums feel of mums feel of mums feel
pessimistic about pessimistic about pessimistic about
Key issues for brands
the impact of the prospect of their children
and policy makers to
climate change on their children becoming
engage with to help
their children’s getting on the financially
mums feel more
future. housing ladder. independent.
optimistic about their
ABC1 mums (77%) C2DE mums (68%) C2DE mums (50%) children’s future
are more likely to are more likely to are more likely to
agree than C2DE agree than ABC1 agree than ABC1
mums (63%). mums (59%). mums (41%).
“[Brexit] is going to make things difficult […] when I was younger, I went to live in Spain for a bit because I could, so the ease is what
will be lost and that’s sad for our children. I’m not worried about food prices or holidays, but employment will be harder.”
(ABC1 mum, North)
BT polling Q1. Here are some statements that people have made recently about life under the pandemic in the UK. To what extent do you agree with these
statements? Base: all respondents (n=2,088).
MN polling Q4. Thinking about your children and their future, to what extent are you feeling optimistic or pessimistic about the following? Base: All respondents
(n=1,434), ABC1 mums (n=1,115), C2DE mums (n=304).Mums are also worried that economic inequality by region will
be exacerbated by Covid
89%
Mums are worried about their children’s longer
term prospects, housing affordability, jobs ands
financial security.
77%
of the UK population agree that
There is a feeling that the pandemic will only of mums worry it’ll be important that post Covid
heighten insecurity for the next generation. that regional economic recovery is spread
inequality will be evenly across Britain and is not
There is also a strong desire for inequality to be just focused on London.
exacerbated by
addressed and regions across the UK to be
coronavirus.
supported to recover. This was the third top ranked
important issue chosen by mums
“I live in a deprived area in the North of England with consistently low case rates, yet at 32% choosing this as important.
closures based on cases elsewhere in the country have affected my area massively. I This rose to 54% of mums in the
felt that many closures were futile and extremely detrimental to the local, already North East, 50% in Yorkshire
struggling, economy. Many small businesses have closed and will never reopen. Long and the Humber, 48% in the East
term, I wonder if it's the bigger chains that will take over or withdraw altogether.”
Midlands and 48% in the North
(ABC1 mum, Yorkshire)
West.
BT polling Q1. Here are some statements that people have made recently about life under the pandemic in the UK. To what extent do you agree with these
statements? Base: all respondents (n=2,088).
MN polling Q8. Here are some statements that people have made recently about life in the UK. To what extent do you agree with these statements? Base: All
respondents (n=1,434).
MN polling Q5. Below are some things that people have said should be priorities for how life in the UK should change when the Coronavirus crisis has passed,
compared to how things were before. Which are most important to you? Base: All respondents (n=1,434), mums in NE (n=59), Yorkshire & Humber (n=111), East
Mids. (n=93), NW (n=172).Case study
Sheryl lives in Wolverhampton with her husband
and a 16-year-old son, and two daughters, one
aged 3 and the other aged 4. “I don’t enjoy it anymore, when I first came it was just a
nice place, but you can see it has declined, you can see
Sheryl has lived in Wolverhampton for over 20 crime has gone up, you can see teenagers hanging out
years. While she enjoyed her local area when she on the streets, you can see drugs and you can see the
first moved there, Sheryl thinks Wolverhampton has homelessness… it’s a nice place to live and some people
declined over the years, with there being an are friendly, but you can see it’s changed… “
increase in crime and homelessness, and fewer
employment opportunities.
Sheryl’s son is currently struggling to find an
apprenticeship and has had to look for opportunities “There’s quite a few companies gone bust. Carillion used
in Birmingham as he hasn’t been able find anything to be here, but they went bust and they were one of the
local. biggest employers and there was a bank as well,
Birmingham Midshires… there’s not a lot of big
companies here like there were before.”3. Mums’ hopes for the future Mums are looking forward to simply trying to enjoy life again – but also want to see a kinder, more hopeful society come from this.
Rather than focusing on long-term goals, mums are, for now,
holding onto short term beacons of relief and hope
Feeling that things can only get better from here is key to mums’ current survival - but most are wary of allowing
themselves too much hope and are focusing on short-mid term milestones….
Spring Further Seeing
Schools re- Summer
Longer easing of friends and
opening Holidays
warmer days restrictions family more
“I’m trying to be optimistic; I booked a holiday towards the end of August. Hopefully,
just trying to look forward. The vaccinations are going quite quickly, and I think we
gotta be positive.”
(C2DE mum, Midlands)More than half of mums would prefer politicians to focus on
building a fairer, kinder society than economic recovery
Mums are keen to see fairness, equality and
empathy prioritised, alongside a focus on
disadvantaged groups.
55%
of mums agree that they would
Many want to see an extension of the community rather politicians focused on
spirit they have experienced during the Covid-19 making a fairer, kinder society
crisis and see unity across the country. than on economic recovery.
“Where I am now there are lots of foodbanks and it’s awful. “I’d say I want to see more unity of the
There is so much kindness in the community […] to be nations [of the UK] and just be more
honest, I don’t know what the government are doing as the united. Now Brexit’s happened and we all
foodbanks are supported by the community.” just seem to be separated.”
(C2DE mum, North) (C2DE mum, North)
BT polling Q1. Here are some statements that people have made recently about life in the UK. To what extent do you agree with these statements? “I would
rather politicians focused on making a fairer, kinder society than economic recovery” Base: mums (n=297).Mums’ specific policy priorities tend to focus not just on
themselves, but on the wider community as a whole
Specific areas mums would like to see prioritised include:
Education and Social care and Flexible work and Better pay for low
Physical and
children’s support for career opportunity income workers
mental health
development vulnerable people for mums enhanced equality
“Education is high. They’ve “I find there’s a lot of job opportunities out there I can see at
“Better library, better social
made year 4s learn things that the moment but it’s not suitable for mums because it’s full-time
care especially for adults with
year 6 would have learned and - if you had one role and you were to split it between two
learning disabilities, and more
they aren’t learning the right women it would be more productive. The job’s still getting done
support for families and
things. I think we aren’t setting but two women will still have the same opportunity to get a
children in poverty.”
them up for life.” wage.”
(C2DE mum, North)
(ABC1 mum, North) (C2DE mum, Midlands)At the national level, three fifths of mums want to see the NHS
and public services prioritised after Covid
Top four priorities selected by mums:
“I fear we are going to see
59% 33% 32% 32% an explosion in mental
health issues like anxiety
and fear in young children.
Time will tell if the
Better funding for Providing better That the economic Higher pay and government delivers their
the NHS and other support for people recovery is spread better treatment promise to provide funding
public services. struggling with evenly across the for those who work to support some of the most
their mental or country not just in essential vulnerable members of
physical health. focused on services. society.”
(ABC1 mum, South East)
London.
Mums we spoke to really want to see some good come from the pandemic and to feel
that we live in a society that is more just. They have a new appreciation for essential
workers and the extent to which services need to be properly funded to operate well.
MN polling Q10. Below are some things that people have said should be priorities for how life in the UK should change when the Coronavirus crisis has passed,
compared to how things were before. Which are most important to you? Please select up to 3. Base: all respondents (n=1,434).Case study: Lucie
Lucie lives with her husband and two children, a son aged 11
and a daughter aged 5. Lucie is a carer for her husband and “The post-natal mental health team here
was appalling, the health visitor said I could
is not currently in paid employment. refer you, but it would be 18 months before
After an accumulation of negative experiences, including the a referral. And one of my brothers was really
attempted suicide of a family member and two recent deaths low and tried to kill himself but they said he
wasn’t bad enough to get committed.”
in the family, Lucie would like to see the Government focus on
mental health issues, providing better support, sooner.
Given her experiences caring for her husband and her son “I would like to see more support for
who has recently been diagnosed with autism, Lucie also disabled people – I know you’ve got Citizens’
Advice but when you’re claiming Universal
wants to see increased support for disabled people, making it
Credit, they don’t tell what else you’re
easier for disabled people to access the support they need. entitled to claim so someone helping with
If she could ask the Prime Minister to do one thing to help her benefits advice would be helpful. If I wasn’t
and her family, Lucie would ask for more funding for here my husband wouldn’t know how to do
it.”
adaptations for disabilities and for helping those with autism.4. What does this mean for government and policy? Politics feels out of touch and mums’ priorities indicate that recent policy decisions may not align with their viewpoints.
More than 3 in 4 mums feel that politicians are out of touch,
and the Free School Meals debate crystalised this
Across the spectrum, politicians are seen as out-of-touch and
privileged, with little experience of ‘real life’.
86%
of mums agree that politicians
The debate around Free School Meals has cut through and are out of touch with the
there is strong criticism towards those who voted against FSM, realities of everyday life for
with this making lives harder for many mums themselves. ordinary families
“Well, when I heard my MP had
“They have no reality of what
voted against school meals - I
it’s like for us at all, with a wage
would never ever vote for them,
they’d laugh at and throw on a
they have no idea what a
night out. They’re not real
difference this can make when
people no matter what party
you are trying to feed your
they’re from.”
family.”
(ABC1 mum, North)
(C2DE mum, North)
MN polling Q13. Here are some statements that people have made recently about life in the UK. To what extent do you agree or disagree with these statements?
Base: all respondents (n=1,434).Mums want politicians to be engaged, empathetic, down to
earth, and to understand them and their realities
Jacinda Ardern and Marcus Rashford are Polling found mums generally feel they should be
individuals with the right leadership qualities more involved in decision making
“Female leaders fare better in response to crisis”
% agree % disagree
58% 34% 4%
“The UK would have responded to the Coronavirus crisis
more effectively if mothers were listened to and more
“Jacinda Ardern seems like she cares for the actual involved in decision-making”
people whereas with the UK Government it doesn’t % agree % disagree
feel like they had your best interest at heart.”
(ABC1 mum, North) 49% 33% 12%
Mums told us they research who to vote for via social media and will expect their children to do their own
research and decide who to support themselves too – not just vote as their parents do.
MN polling Q12. To what extent, if at all, do you agree or disagree with each of the following statements? Base: all respondents (n=1,434).Mums’ priorities indicate that recent policy decisions may
not align with their viewpoint
Mums want: Mums are more concerned
• More of a focus on mental about their kids’ holistic and
health social development than their
• Social development for educational attainment, and
children and families despite the recent long spell
• Investment in local areas of children being home
• Empathetic leadership schooled, education is one
area of optimism
As a result, a focus on mental health and addressing long term
issues that mums feel may impact children’s life chances, such
as affordable housing, decent pay, and tackling climate change,
could come to the fore as the country seeks to ‘build back
better’5. What does this mean for brands? Mums are looking to brands to step in and play their part in creating the future these mums want.
Given the current context, there is a real appreciation for
brands going the extra mile
“I’ve been on a mortgage holiday with Santander – it was
“Marks and Spencer’s did this thing where they added an extra really easy to do, and it took the pressure off as well
£5 to food vouchers. And Asda donated to the local foodbank.” while wages for me are being sorted out and it was really
(C2DE mum, North) easy to do – we were really happy with Santander.”
(C2DE mum, Midlands)
Mums have a new appreciation towards how interconnected the economy is – realising what they buy is an
investment in a company and seeking to see that company step up and do something that helps their local
community or the wider society in return.Mums are especially worried about the affordability of their
weekly food and drink shop
46% “I’ve started shopping in Morrison's because in the first
lockdown they offered a discount to NHS staff, but in
of those with children under 18 worry about this lockdown, they offer the same discount to anyone
affording their weekly food and drink shop. who works in a school – I just had to show my work
card and I’ve been getting a small discount on my
shopping, which I value.”
And women (38%) are more likely to worry (C2DE mum, North)
than men (25%).
• Food shopping has become emblematic of the pandemic for mums – they have seen their weekly food shop
increase with children at home, struggled initially to find deliveries, then settled in a routine of relying on the
brands that they regularly engaged with.
• Some have had to look at strategic ways to cut back and make their food shopping manageable.
• Given the salience of food for families, and FSM, brands that have been directly supporting food banks and
meals for children appear to have reasonable cut-through.
BT FDF polling Q9. How often, if at all, do you worry about being able to afford your weekly food and drink shop(s)? Base: All respondents (n=2,024), women
(n=1,000) with children under 18 (n=516), without children under 18 (n=1,504), AB (n=591), C1 (n=557), C2 (n=388) and DE (n=488).Somewhat begrudgingly, despite a desire to shop local, big
brands have been the lifesavers of the pandemic
• Mums have become more aware of “I was trying to focus on being more sustainable and I’m
the value of local shops to the being an Amazon queen now and I feel awful for it and I
need to stop - I would never have done it a year ago .”
community, worried about the
(ABC1 mum, North)
death of the High Street, and want
to support small businesses… “Netflix has been a real life-saver, because being at
home with a toddler, she’s got the attention span of a
• … however, the convenience, goldfish.”
speed and value of big brands, (ABC1 mum, Midlands)
which have tapped into what
”I try to shop more locally to support the community but
people need during lockdown has it’s just more expensive.”
had a strong allure... (C2DE mum, Midlands)
“Big online brands like Amazon have made life easier
• ... which is likely to continue.
through the pandemic but they have also made huge
profits and it’s right for them to pay more tax”
As a reaction to this tension, we found mums are strongly in
favour of big online brands paying more tax: 94% 3% 4%
% agree % disagree
MN survey Q13. Here are some statements that people have made recently about life in the UK. To what extent do you agree or disagree with these statements?
Base: all respondents (n=1,434).G
ov
er
nm
en
t
There is an opportunity for brands to show they understand
the priorities mums’ have and that they can genuinely help
Meaningfully Mums want essential Mums are worried Mums also want a rest,
supporting the local workers to be treated about the longer-term a chance to relax, and
community will help well – including delivery future for their to have fun with their
address the tension drivers and store children but feel unable families.
mums feel in supporting workers. to change this.
large brands.
e.g., ensure new e.g., ways of doing e.g., with great offers or
e.g., visibly provide business models drive business that takes a promotions for mums
support for youth groups forward the creation of long-term view and and families to help
to re-open and help to secure employment and addresses the issues them make the most of
feed and reach out to transparency around mum are worried about, their money.
the most vulnerable in how staff are treated. such as climate change
the area. and a lack of jobs.6. Conclusion
What matters to mums?
How can mental health - both for mums and their families - be brought
Mental health to the fore effectively, to help build resilience as we come out of these
dark times?
How can children be supported to have the opportunities they need to
Children’s education and
develop holistically and don’t miss out on the crucial social and life
development skills they need to succeed?
How can mums’ income and work be protected in these times of
Gender equality and
economic uncertainty to reverse the downward trend if equality that the
employment pandemic has brought?
How can wider society and local communities be transformed to be
A fairer, kinder society fairer, kinder and more empathetic - where children have fulfilling and
fun lives and the vulnerable are cared for?
There is a hunger to enable their children to enjoy life more again, see
Having fun again! friends and family separated for almost a year and get back to living -
messaging should tap into an understanding of this.Appendix: Background information on BritainThinks and Mumsnet
We put the people that matter most at the heart of our clients’
thinking.What we do
Strategic
Communication Engagement
insightWe are proud to work with diverse clients and sectors CONSUMER BRANDS GOVERNMENT THIRD SECTOR & REGULATORS
CONTEXT
Mumsnet is the only one of the UK’s top social
platforms that’s specifically for women
We are the UK’s largest community of parents with over
8m unique visitors per month.
Our core demographic is 18-45 year-olds of which 9 out of
10 are parents and 85% are women
96% of our users say they trust product
recommendations on Mumsnet.
79% of our users buy products after seeing them
on Mumsnet.
User Data - February
101 million page views
9 min 17 sec average dwell timeWORKING ACROSS A DIVERSE RANGE OF BRANDS & SECTORS
OUR INSIGHT & DATA OFFERING
We’ve been facilitating anonymous conversation for over 20
years. Anonymity allows our users to talk openly, as if they
were talking around the kitchen table, meaning we’re
uniquely placed to help find genuine insight for brands and
businesses.
With a Research Panel of over 18,000 users and a cross-
functional insight & analytics team, we help brands to
understand their customers using prompted & unprompted
research and data science approaches:
- Language Analysis (using natural language
processing)
- User Surveys
- Focus Groups (public and private)
- Ideation workshops
- Native discussion forumsContact us Dr Carol McNaughton Nicholls cmcnaughtonnicholls@britainthinks.com Sanne van der Steeg svandersteeg@britainthinks.com Teresa Kuhn tkuhn@britainthinks.com T: +44 (0)20 7845 5880 BritainThinks West Wing Somerset House London WC2R 1LA United Kingdom
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