‘Mumpreneurs’: Revealing the Post-feminist Entrepreneur

Abstract

In Autumn 2008, a programme called This Morning on ITV, one of the largest commercial broadcasting companies in the UK, ran a competition for mothers with business ideas, calling the competitors ‘Mumpreneurs’. In addition, a number of websites have recently emerged which also make use of this term including The Mumpreneur Directory (www.mumpreneurdirectory.com); London Mums ( www.Londonmums.org.uk ) which invites women to join the London Mumpreneurs’ Group; Babyworld which recently invited women to ‘Meet the Mumpreneurs’ (www.babyworld.co.uk) and Mumsclub (www.mumsclub.co.uk) which provides details of a range of women owned businesses referring to these as mumpreneur profiles. The increasing use of the expression ‘mumpreneur’ gives rise to the question of how we should interpret its emergence. Is the phrase ‘mumpreneur’ simply a play on words or is it something more significant? These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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