Media Release:

Food and Finance Trumps Yummy Mummy

New research findings have experts lining up to offer mum support at Westfield

Australian mums reveal their top concerns in 2009 are the family's nutritional needs and household finances, taking an enormous priority over their own desires including clothes, cosmetics and time out.

These are the results from the Westfield Mum Matters Survey released recently, which explores the modern Aussie mum in 2009, polling over 1100 nationwide.

The study shows that mums are selflessly sacrificing everything for their family - with highlights including:

• The vast majority are willing to forfeit a girls' night out (76%), a trip to the beautician (81%), new clothes (87%) and a haircut (72%), in order to buy their child the things they need
• Moreover, nearly half those surveyed (41%) are using cosmetics that are at least five years old!

Instead their focus remains firmly on the homestead:

• With 1 in 3 female caregivers confessing they'd choose free access to a nutritionist over a beautician, comedian or financial advisor.
• Furthermore, a massive 63 per cent of Australian mums reveal they'd prefer family meal ideas over lunchbox tips for their kids, which came in at 32 per cent.

On the back of these findings - Westfield has joined forces with over 30 leading Australian experts, including nutritionists, financial advisors, mum coaches and fitness experts - to offer educational and enriching advice for mum in her otherwise selfless schedule.

Entitled 'We Are Family' - the national Westfield campaign will connect mum with expert partners via an interactive website and practical guidebook - covering an array of topics such as family management, cooking for the family, DIY hair and beauty, early learning, home fitness, technology and shopping survival.

Westfield expert partner and nutritionist Joanna McMillan Price says the survey taps into mum's psyche, to gain a better understanding of her world today.

"The Westfield Mum Matters Survey demonstrates just how much the average Australian mother sacrifices for the benefit of her family. Sure, we might all love a new wardrobe and a little relaxation time - but the reality is that mum usually puts her family first.

"As a mother of two, I know how hard it can be to keep up with a busy school schedule, settle children to sleep, make sure they're getting their nutritional and educational requirements and still be a loving partner, friend - and in many cases - manage work commitments too. It's exhausting!

"The We Are Family campaign is designed to give mums practical and much needed information from industry experts, surrounding her key challenges," she finished.

Family finance guru, mother of three and Westfield We Are Family expert partner Justine Davies will help mums navigate the household budget in the current climate.

"Westfield Mum Matters Survey shows that over half of Australian mothers argue with their partner when it comes to money management - suggesting the need for assistance in balancing better the household budget. I look forward to giving mums some practical tips as part of the Westfield We Are Family campaign."

Mums seeking expert tips, educational editorials and advice online can visit www.westfield.com.au/wearefamily, or head to their Westfield centre concierge for a guidebook. The We Are Family campaign, including the guidebook and new site content, will be live from 15 June to 16 August across the country, following a highly successful 2008 campaign.

Westfield We Are Family expert partners include fitness guru Lee Campbell, Triple P founder Matt Sanders, celebrity hair and make-up artist George Giavis, renowned mum coach Pinky McKay and many more.

Mum Zone Release Date: 16th June 2009

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