How Health & Wellness Brands Can Earn Mom Trust This Summer and Fall

Working moms are overwhelmed in summer and fall. Learn how your wellness brand can build trust, relevance, and connection through content that actually helps. Five storytelling shifts health & wellness brands can make to build genuine trust with the moms running the show—no matter the season. 

Picture this: It’s a Tuesday morning. 

A working mom is juggling Slack notifications, sunscreen application, and snack refills—all before 9 a.m. 

And then your wellness brand sends her a “Summer Reset Plan” that feels like a part-time job. 

Yikes. 

If you want your brand to resonate with moms this summer and into the fall, especially working moms, it’s time to ditch the one-size-fits-all content and start connecting with her real life.  Here's five storytelling shifts you can make to build trust with moms.

Seasonal Stress: Why Moms Are Already Running on Empty

One in three U.S. millennial parents expect summer 2025 to be their most stressful yet. Nearly half cite balancing work with kids’ summer routines as a top stressor (source). 

Come fall, the juggle doesn’t slow—it shifts to school drop-offs, packed calendars, and after-school activities. 

Add in the invisible labor of camp registrations, grocery runs, and sunscreen or back-to-school supply battles, and it’s no wonder 68% of working moms report burnout—compared to just 42% of working dads (source). 

Why this matters: Burnout makes her more selective about where she spends her time, attention, and money. Trust is your gateway to relevance. 

Shift 1: From “Seasonal Reset” to “Seasonal Relief”

Let’s be real: she’s not looking for a seasonal challenge—she’s looking for a break. 

Instead of a multi-step detox plan, offer micro moments of calm. Think: “A 5-minute breathwork routine you can do while your kids play with sidewalk chalk or unpack backpacks.” 

Stat to know: 77% of Americans are prioritizing internal well-being like sleep and mood over appearance (source). 

CTA Idea: Offer a free "Mini Relief Toolkit" with 3 audio meditations under 5 minutes each. Perfect for summer breaks or fall pickup lines. 

Shift 2: Trust Through Tiny Transparency

Today’s mom consumer wants to know where your ingredients come from—and if she can pronounce them. In fact, 76% of health and wellness consumers say product quality is the #1 reason they choose a brand (source). 

Quick win content ideas (year-round): 

• Ingredient spotlight series (1 post = 1 ingredient) 

• “From our farm to your fridge” story reels 

• Mom testimonials about how your product helped her unique routine—during summer OR back-to-school season 

Example: "When I saw the behind-the-scenes video of how their supplements were made, I finally trusted putting it in my daughter’s smoothie." — Mom of 2, Minnesota 

Shift 3: Validate the Invisible Load

Moms carry 73% of their family’s cognitive labor, from managing appointments to anticipating emotional needs (source). And it’s taking a toll: only 26% of moms rate their mental health as excellent in 2023—down from 38% in 2016 (source). 

What to do: Make her feel seen. Lead with empathy, not instruction. 

Content ideas: 

• “IYKYK” mom moments (like putting your workout mat down, then never using it because of a last-minute camp pickup or forgotten lunchbox delivery) 

• Reassuring blog posts titled "You're not doing it wrong—it's just hard right now" 
  
  

Pro tip: Plan ahead to create seasonal empathy content that reflects shifting mom routines—like “3 ways to reset after a hectic school drop-off.” 

Shift 4: Anchor Content in Community & Peer Trust

Moms trust moms. In fact, 59% of them rely more on in-person recommendations than social media (source). 

Idea: Create a “Mom Share” series where real moms give 1-minute wellness tips that worked for them—in the carpool line, at summer camp pickup, or before soccer practice. 

Tactics to try: 

• User-generated content prompts 

• Monthly “real-life wellness” features 

• Brand ambassador program for influential, relatable moms in their “community” 

Shift 5: Actionable Self-Care Within Her Chaos

82% of U.S. adults say wellness is a top priority in 2025 (source). But, wellness doesn’t have to mean a spa day—it can be 90 seconds of breathing before opening your laptop or while waiting at practice.  

Low-lift content that builds trust: 

• “3 cardio bursts while prepping dinner” 

• “Quick-check: Have you had water in the last hour?” 

• Downloadable “Mindful Moment Tracker” PDF for busy seasons (summer chaos or fall hustle) 
  
  

Example:  "Your 2-minute 'Calm Down Corner' exercise saved me from losing it during a sibling meltdown. Thank you." — Alicia, Mom of 3 

Call-to-Action: Give Her What She Actually Needs 

Want to stand out this summer and fall? Build content that: 

• Respects her time 

• Acknowledges her reality 

• Delivers real-life relief 
  
  

How This Could Come to Life?

Invite her to download your brand’s Seasonal Relief Kit — a collection of quick tips, checklists, or calming audio clips that support her wellness without adding work. 

Encourage user stories with hashtags like #ReliefForRealMoms or #SeasonalReliefMom to build shareable momentum. 

Bonus: Host a live “Wellness in 10” Zoom series featuring relatable experts or everyday moms—relevant for both summer downtime and fall transitions. 

ABOUT THE AUTHOR, SARAH PANUS 

Moms influence or control 85% of ALL household purchases, but without the right content strategy many brands are missing out on sales. Sarah Panus helps busy marketers build clear content plans that reach more moms – and other key customers – to drive more leads and sales. 

With 20+ years of experience, Sarah understands how hard it is to juggle all the demands coming at you. She’s a mom, content marketing strategy consultant, Certified StoryBrand Coach, podcast host of Marketing With Empathy® (in top 5% of all podcasts) and KEEP KIDS SAFE, speaker, and owner of Kindred Speak®. Sarah’s helped clients of all sizes including: Sleep Number, SHEFIT, American Express, LegalZoom, Katie Couric Media, Thrive Global, Nestle Waters, Lindt Chocolate, Starbucks, Western Green, JHL Turf Pros, Christos Bridal, University of St. Thomas, American Heart Association, + numerous small businesses. 

Clear content plans shouldn’t take forever to figure out. Learn how Sarah can help improve your company’s content plans at kindredspeak.com.