Mompreneur In The Digital Age, Now Mother's Role In Family Is Not Limited To Household Affairs

JAKARTA - The role of mothers in Indonesia is no longer limited to household matters. More and more mothers transform into mompreneurs, combine roles as housewives as well as business actors or family economic drivers.

This phenomenon is in line with digital trends that open up opportunities for mothers to develop businesses from home, especially through social media, e-commerce platforms, and online communities.

Understanding this dynamic, The Parentinc released the results of the 2024 Indonesia Digital Mum Survey (DMS) survey which revealed the behavior and preferences of mothers in the digital era.

This survey illustrates how mothers actively use social media, take advantage of online shopping platforms, and rely on affiliate pranalas when shopping for family needs. As many as 90 percent of respondents were noted to use social media to seek information about parenting, while most admitted to being more confident in shopping through online platforms because they were considered more practical and secure.

This survey provides an in-depth picture of the current needs and challenges of mothers, as well as a guide for various parties to create more relevant solutions for Indonesian families, explained Rayfienta Khairanisa, Research Executive of theAsianparent who was involved in the research in Jakarta, recently.

In order to expand the reach of education and support for the mother community in Indonesia, The Parentinc also strengthens collaboration with various parties. One of them is cooperation with the marketing influencer platform Partitpost.

This collaboration aims to connect brands with relevant mom influencers, create authentic content, and expand the reach of campaigns around parenting and family lifestyles.

"This synergy opens up opportunities for brands to be closer to the mother and family community, as well as support them through meaningful campaigns," said Jonathan Eg, CEO of Partitpost.

In the consumer product sector, The Parentinc's business line also expands the distribution of mother and baby needs products through collaboration with major distributors in Indonesia. This collaboration allows superior products such as skin care for pregnant women, baby equipment, and personal hygiene products to be more accessible to consumers throughout Indonesia, both through supermarkets and pharmacies.

Through these various initiatives, The Parentinc seeks to strengthen the parenting ecosystem in Indonesia, not only through content and communities, but also through real support for the needs of mothers and children. In the digital era that continues to develop, maternal empowerment is an important key in creating a healthier and more prosperous family.