Issue #19: The Mom Economy
How modern brands are revolutionizing motherhood
To all the Moms — and especially to mine — Happy Mother’s Day 💐
Not only would most of us literally not be here without you — but many of the brands we love wouldn’t be here either. Moms are essential contributors to the consumer economy.
In the U.S. alone, mothers hold over $2.4 trillion in spending power and influence 85% of household purchases. From beauty and wellness to pet care, groceries, and apparel — it’s rare for a consumer brand to exist without touching a mom at some point along the way.
Today, 1 in 4 Millennials is a parent. Within the next decade, 4 in 5 will be. And they bring a new set of expectations: digital-first, health-conscious, eco-friendly, subscription-based, on-demand, and community-driven.
Recognizing this cultural and economic shift, tech entrepreneur and mom Allison Stern launched Mother Ventures in 2024 — the first venture fund built by mothers, for mothers, investing in companies that serve modern moms and families. Since its founding, Mother Ventures has backed 7 emerging brands that are reimagining everything from maternal health to kids’ food to home essentials.
This week, some mom-focused brands stood out to me, which sparked a deeper dive into the growing landscape of products and services designed specifically for today’s moms. What I discovered was an exciting wave of innovative, purpose-driven brands that are reimagining the motherhood experience. These companies are not only addressing the everyday needs of moms, but also focusing on long-term solutions, from healthier baby food options to more accessible healthcare. As Allison Stern puts it: “Legacy companies aren’t keeping up… Innovation is happening now and it’s being driven by millennial moms.” It’s clear that this new generation of brands is being built with a deep understanding of modern motherhood and the unique challenges it brings.
So today, in honor of Mother’s Day, here are:
3 Brands Supporting Your ✨Mom-Era✨
Cerebelly — Baby food made with 16 key brain-supporting nutrients.
Founded in 2019 by Dr. Teresa Purzner
Cofertility — Making egg freezing more accessible, egg donation less transactional, and fertility care more equitable, transparent, and human-centered.
Founded in 2022 by Lauren Makler, Halle Tecco, and Arielle Spiegel
UpChoose — Organic baby clothes made from premium brands delivered to your door at every stage. When your baby grows, swap the clothes for the next size up.
Founded in 2016 by Ali El Idrissi
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+ 5 more:
Bobbie — Organic, clean label, D2C infant formula, you can feel good feeding your baby.
Tiny Organics — Vegetable-first foods for babies and toddlers designed to inspire a lifetime of healthy eating.
Milkmate — A revolutionary breast pumping solution for the workplace.
👀 Read more about Milkmate from Issue #9
Millie — Reinventing the standard of maternity care with a midwife-led model that offers patients both in-person and virtual care services.
UpChoose — Organic baby clothes made from premium brands delivered to your door at every stage. When your baby grows, swap the clothes for the next size up.
Freestyle — Hyper absorbent diapers featuring plant-based, bamboo material.
Happy Mother’s Day. Call your mom. ❤️
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