Mum’s the word

Anastasia De Waal, 14 February 2010

 It’s Sunday night, the kids are finally in bed and you’re curled up on the sofa—glass of chilled Chablis in one hand and a couple of fair-trade chocolate cookies in the other (you ate the rest whilst putting the finishing touches to Harry and Polly’s wheat-free packed lunches).  

But gone are the days when the mind would momentarily melt into a Strictly Come Dancing induced amnesia before gearing up for the week ahead (is baby yoga on Tuesday or Wednesday morning?).  No, these women spend their precious downtime posing pointed questions to a cohort of party leaders.

Are these ‘pushy parents’ too posh for politics?

Apparently not.  Established a decade ago, Mumsnet has, pretty organically attracted a significant number of previously unreachable mothers (plus a token cohort of fathers) and Whitehall has promptly moved in to make this a top priority battleground.  Mumsnet currently has a staggering 1.2 million registered members. With a whole host of M&S inspired incentives, an otherwise apathetic and uninspired demographic made up of affluent, well educated and middle-aged mothers is engaging in what’s promising to be a feisty race to Number 10.  Sarah Brown is just one of a number of PWAGs (Politicians’ Wives and Girlfriends) tuning in to answer seemingly inane but oh so relevant questions on romance, Sunday lunches and suitable children’s literature.  Their husbands have also been on the firing line.  The website discussion boards attract some 20,000 posts each day.

At the helm, navigating this uncharted territory are two cunningly competent women, Justine Roberts and Carrie Longton.  “It feels a bit unreal.  But it’s good that women are being listened to and courted by politicians,” comments Justine, 42, reflecting the transformation of a political fraternity into a cult celebrity.  With a staggering 40% of Mumsnetters undecided on their political party preferences, making full use of the advertising possibilities on this site is a thoroughly worthwhile venture for candidates. It’s also refreshing to hear that this demographic of mums across the country have taken the bait (or should we say biscuit?) and are wading in on fields beyond their Chelsea tractors.

 By Annaliese Briggs