Mums are the Most Influential People in Australian Women’s Lives

FamilyOn International Women’s Day, a national survey reveals what is most important to women

A national survey conducted in support of International Women’s Day on 8th March 2010 reveals that one in two Australian women believe their mum was the most influential person in their lives growing up, and when they start careers and have families, one in five still view their mums as a key influence in day to day decisions.

Commissioned by Pureste – an Australian company started by mums for their daughters – the survey highlights the relevance of the mother-daughter relationship in 2010, although it may have taken on a different shape over the generations. “Women are increasingly spending their time juggling busy careers with even busier social lives.  For International Women’s Day, we wanted to slow down, and recognise what is truly important by celebrating the people who are must influential to Australian women…their mums!” Pureste Co-founder and Business Development Manager, Adrienne Peele, said.

Even though the format of mother daughter catch ups may have changed, the survey reveals women are more likely to use the internet to keep in touch than to pick up the phone or visit family and friends. Although nine out of ten women check Facebook, Twitter or personal emails once a day or more, only one in ten will choose to spend this spare time with loved ones.

“It’s not surprising that the best way to simply ‘keep in touch’ is through social networking as it can often be quicker and more convenient for the women of today, although I make sure my three daughters and I enjoy an old fashioned face-to-face contact at least once a day.” said Adrienne Peele.

She’s not alone. The good news is that 70 per cent of women contacted their mums once a week or more with one in three spending quality time with their mothers every week.

The survey by Pureste sampled over 500 Australian women’s views on life influencers and lifestyle choices.  “We value women and the role they play in society and are excited to gain such an insight into Australian women’s needs and to find out what is important to them on International Women’s Day.”

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