Sara Peterson

Sara Peterson

Sara Peterson: An Inside Look at Momfluencer Culture

SS Member Image    by   SheSpeaksTeam    Mar 01, 2023

Even if we know better, even if we as moms know that motherhood is not a walk through the park. Even if we know that it's mostly diaper changes, and temper tantrums, and doing doing doing, it's nice to believe that maybe we could have a better experience of mothering if we did X, Y, and Z. And I think because the broader systems are not supporting us or helping us the way they should, we're looking to literally anything else to fill in that blank.

There are many images we can conjure up when we think about online influencers in our current day and time, but there is a very specific image that comes to mind when we think of moms who are influencers. What is it about “momfluencers” that intrigue us and keep us wanting more? In this episode, Aliza speaks with writer and author, Sara Peterson, who gives us an inside look into “momfluencer” culture and where moms are looking to fill the much needed gap of togetherness, support, and community in a society that provides almost none of those things.

Episode Highlights
4:14 - MLMs have historically targeted mothers
7:39 - Moms are looking for community outside of making money
15:11 - Why momfluencer culture affects us so much

What we talk about in this episode:

  • Moms and MLMs - most women are not making money but they have a built-in community
  • Moms are looking to various things to feel more fulfilled as they mother
  • How monetizing momming allows for flexibility for being a mom that a lot of companies just don’t
  • The “share of mind” that is required to keep up with being a mom and an influencer 

More About Sara

Sara Peterson is an author whose essays and articles have been featured in outlets such as the New York Times, Harper’s Bazaar, Glamour, Refinery29, and elsewhere. She’s a frequent contributor to the Washington Post, where her 2018 essay about talking to her daughter about beauty went viral. She’s also a frequent contributor to InStyle, where she most recently struck a chord with mothers shouldering the bulk of childcare and domestic work during the pandemic. Most recently, she has drawn attention for her momfluencer-centric pieces. Her new book, Momfluenced, comes out in April 2023. [Source:]

Links & Resources
Sara Petersen
Sara on Instagram
Momfluenced [Book]
Sara’s Newsletter
Do you trust this momfluencer? Good, because she has something to sell you [Article]
The Dream Podcast
Emily Lynn Paulson “Hey, Hon” [Book]


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