Case Study: everymum (Ireland’s largest parenting community) improves maternity-return support with SurveyMonkey

everymum’s consumer research helps mothers on maternity leave

everymum is an Ireland‑based media and content agency and the country’s largest digital parenting community with over 300,000 members. In 2018, a SurveyMonkey study of more than 1,500 women for New Ireland Assurance found that 77% felt they had little or no employer support before and after maternity leave and 79% said combining work and parenting was difficult—highlighting a clear need to improve the return‑to‑work experience for new mothers.

everymum used those survey insights to create the award‑winning #ReturnWithConfidence campaign and a suite of resources—articles, tips, workshops, eBooks, and targeted social content—promoting flexible hours, easing‑in processes, and better employer communication; it also uses surveys for product testing and editorial decisions. The research-led work raised awareness, informed client projects, improved community engagement on social channels, and reinforced trust (99.3% of members would recommend everymum), with SurveyMonkey’s collaboration features streamlining survey design and reporting.

everymum

Emily Elphinstone

Head of Digital Content