The Reviews Are In: We Trust People Like Us 10/15/2008 2008 Trust Barometer , Edelman; “ Word of Mouth the Most Powerful Selling Tool ,” Nielsen, 10/1/07; Trillion-Dollar Moms: Marketing to a New Generation of Mothers , Maria Bailey & Bonnie Ulman 58% of respondents trust the credibility of “someone like me,” outranking analysts and doctors 1 Worldwide, people trust recommendations from consumers ahead of any form of advertising 2 67% of mothers would prefer information from a mom like themselves than a celebrity mom 3

2008 Trust Barometer , Edelman;

“ Word of Mouth the Most Powerful Selling Tool ,” Nielsen, 10/1/07;

Trillion-Dollar Moms: Marketing to a New Generation of Mothers , Maria Bailey & Bonnie Ulman

58% of respondents trust the credibility of “someone like me,” outranking analysts and doctors 1

Worldwide, people trust recommendations from consumers ahead of any form of advertising 2

67% of mothers would prefer information from a mom like themselves than a celebrity mom 3