Mental Load of Moms & How Brands Can Help with Alyssa Wolff, episode 161
EP 161. What’s really weighing on moms today, and how can brands meaningfully support them instead of adding to the noise? In this episode, Sarah talks with Alyssa Wolff, founder of Unbusy and mom of five, about the invisible mental load moms carry, the emotional and practical pressures they’re juggling, and what marketers can overlook. We unpack why convenience and customization matter, what messaging actually resonates, and how brands can build deeper trust with women who are stretched thin.
As marketers, we talk a lot about “meeting moms where they are.” But do we actually understand where they are? In this episode, I sit down with Alyssa Wolff—founder of Unbusy LLC, host of The UnBusy Mom podcast, homeschooling mom of five, and a “take your time back” productivity coach for work-from-home moms—to unpack the real mental load today’s moms are carrying and what brands need to know.
If your brand targets moms in any capacity, consider this episode a masterclass in empathy, nuance, and real-world insight straight from someone who spends every day helping busy moms reclaim their time and sanity.
What This Episode Is About
Women—especially moms—are managing more emotional, mental, and logistical weight than ever. But most brands still either oversimplify moms or talk at them instead of actually supporting them.
In my conversation with Alyssa, we dig into:
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What the “mental load” really is beyond the buzzword
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Why moms feel like a running to-do list instead of a person
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What messaging resonates with moms (and what absolutely does not)
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How convenience and customization influence buying decisions
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Why moms are loyal to brands that see and support them
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Ways brands can ease guilt, time pressure, and decision fatigue
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Real examples of products and companies making moms’ lives easier
Whether you work in CPG, wellness, education, apparel, tech, or service-based businesses, these insights will help you better understand the moms you’re trying to connect with.
Key Questions This Episode Answers
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What is the mental load, really—and how does it shape moms’ daily decisions?
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What emotional pressures and identity challenges moms are juggling behind the scenes
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What types of messaging feel empathetic and supportive (vs. frustrating or shallow)
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How convenience, time savings, and customization influence brand loyalty
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How brands can realistically help moms feel more like themselves again
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What today’s moms actually want from the companies they choose
Episode Highlights & Insights
1. Moms Aren’t Just “Moms”—They’re Women Trying Not to Lose Themselves
Alyssa talks candidly about the identity shift that happens after kids and why so many moms feel like a “to-do list machine.” Brands miss huge emotional opportunities when they only talk to moms as parents rather than acknowledging the woman underneath.
2. Time Is the Most Powerful Currency
Whether it’s auto-grading homeschool tools, grocery pickup, or customizable online clothing, moms willingly pay more for anything that:
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saves time
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reduces conflict
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prevents decision fatigue
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cuts out unnecessary steps
This is a crucial insight for product positioning and messaging.
3. Empathy Wins Over Discounts Every Time
Yes, moms love a deal—but they stay loyal to brands that understand their real, lived experiences. Alyssa contrasts shallow “buy this for your kids!” messaging with emotionally grounded brands that speak to her needs, not just her kids’.
4. Convenience Is Not a Luxury—It’s Survival
From grocery pickup to tailored clothing, moms gravitate toward solutions that eliminate friction. Make it easier, simpler, faster, or more personalized…and you instantly rise above competitors.
5. Treat Moms as Segments, Not One Generic Group
A mother of a newborn, a mom with teens, a homeschooling parent, and a caregiver to aging parents all make very different decisions—and carry different mental loads. Your messaging should reflect that.
About Today’s Guest: Alyssa Wolff
Alyssa is the founder of Unbusy LLC, host of The UnBusy Mom podcast, and a “take your time back” coach for work-from-home moms. After having five kids in ten years, she built a business helping women create more spacious, joyful schedules so they can love their work-from-home lives again. She helps moms reclaim 10–30 hours per week through simple calendar, workflow, and outsourcing strategies.
Connect With Alyssa
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About Marketing With Empathy® Podcast Host, Sarah Panus
Marketing With Empathy® is the podcast for brands that want to target & engage mom customers. 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. Top 5% of all podcasts, and member of Marketing Podcast Network.
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, 2x podcast host of Marketing With Empathy® and KEEP KIDS SAFE, a 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.
Podcast Produced by Sarah Panus
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