When we wrote the book, we described the emergence of Mumsnet as a typical expression of web-enabled consumer empowerment, but we could not have envisaged how powerful this organisation would become. Although dismissed by Guardian columnist, Lauri Penny, as “the faux-feminist family values brigade”, there appears to be no stopping this group of evangelical mums. From shaming Primark into dropping a range of inappropriate children’s clothes, to taking Gordon Brown to task over his refusal to name a favourite biscuit, this is an organisation that is becoming used to being heard; so much so that all of the political party leaders are all competing for the Mumsnet vote.
ASDA, which has become pretty adept at crowd surfing in recent months, has recognised Mumsnet’s influence and has today announced that the web community will be approving the designs of its children’s clothes; a case of what you might describe as ‘crowdendorsing’. Where they lead, others will inevitably follow and the Mumsnet seal of approval will soon become the most sought after endorsement for any new product or service.