The beauty of the internet and social media is that we’re able to create, belong and contribute to distinct communities of people based on shared interests, passions and experiences. Those communities can open so many doors for us – whether it’s finding new friends who share in similar interests or challenges, or uncovering resources and tips. Bloggers and influencers embody this, creating niche communities of followers and building relationships with like-minded individuals.
We recognize that the amazing influencers in The Motherhood’s network belong to (and have created) many of these online communities. Our network has been building relationships with these influencers since the inception of blogging and what is now known as influencer marketing. With communities built around thousands of topics, they are so much more than moms – they are entrepreneurs and business professionals, educators and activists, stylists and cooks, photographers and tech gurus, and more. That’s why we’re excited to launch a new blog post series: The Other-hoods of The Motherhood.
Through this series, we’ll highlight some of the niche communities that our influencers have created and actively create content around. By gathering insights on these other “hoods,” we’ll also shine a light on the power and impact that these passionate groups of like-minded people hold, as well as the best ways for brands to partner with them.
Food Allergy Moms: Insights from our Network
One of the most powerful, vocal and driven communities we work with is food allergy moms. Here’s a look at the food allergy moms within The Motherhood’s network of influencers:
Furthermore, our network insights dashboard reveals that:
- 43 percent of respondents have some kind of food allergy, sensitivity or intolerance
- Almost half of the respondents have a child living with food allergies, sensitivities or intolerances
- The most common allergies and intolerances among our influencers include: milk (39.5%), gluten (24%), tree nuts (15%), peanuts (15%) and eggs (13%)
Connecting with Food Allergy Moms
It is estimated that nearly 15 million people in the United States have food allergies. The Motherhood team can relate on a very personal level, as some of our team mebers, as well as our children, have food allergies and intolerances. We understand firsthand the incredible value these communities offer, including Facebook groups and blogs, which serve as trusted resources.
We also recognize how critically important it is for those with severe food allergies and intolerances to find a brand or product they can trust. Once those brands and products are identified, food allergy moms can, and will, champion those trusted products fiercely. Company, brand and product research is a way of life for those with severe food allergies, as their safety or the safety of their child is dependent on it – from breakfast to dinner, and nearly every moment in between.
In our research, influencers shared the lengths they go to to ensure food safety, including online research, food journals, “safe” food lists, consulting doctors and allergists and figuring out recipe substitutions that work for everyone. Something that was made very clear by respondents is that although a food allergy might only affect one person in the household, the entire family (and sometimes extended family and friends) are impacted and often make adjustments in terms of the brands and products they choose.
This extends the aforementioned consumer base of 15 million to a much greater pool of consumers, giving brands the opportunity to reach and engage an even larger group of people with allergen-specific messaging and products.
Collaborating with Food Allergy Moms
Of course, influencer marketing campaigns see the strongest engagement when the content offers true value to the reader – and there’s incredible opportunity for brands to leverage influential food allergy moms as a way to connect directly with a very in-tune, active and engaged consumer base. There has never been a bigger opportunity or moment for allergen-friendly brands to showcase their facilities, their production methods and their products – here’s looking at you, Made Good, Enjoy Life, Divvies, Cherrybrook Kitchen and the many other brands that are dedicated to serving this community.
Furthermore, there has never been a more critical time for all brands to listen to consumer needs, and to proactively nurture consumer trust by answering important questions about production methods and company-specific labeling beyond what most food allergy moms already know and understand about government-mandated labeling, as well as offering transparency around ingredients and other key topics and questions that brands are constantly presented with by food allergy families. This is your moment; take it, run with it!
Contact us to learn more about how we can partner to leverage this community and create real impact, both for your brand and this critically important community of food allergy families.
*Photography credit throughout post: Alison, Life a Little Brighter from a lactose-free campaign with The Motherhood