Walmart Canada launches second annual Mom of the Year Award with new
survey findings and Selection Committee member Chantal Kreviazuk
MISSISSAUGA, ON, May 6, 2013 /CNW/ - One of the most important jobs on
the planet does not come with a paycheque, but Canadians have a salary
in mind. According to a recent survey conducted by Leger Marketing on
behalf of Walmart Canada, Canadians would pay their mom an average
annual salary of $161,287 for all of her hard work.
The survey was commissioned in celebration of the second annual Walmart
Mom of the Year Award, giving people across the country the opportunity
to recognize the enormous contribution mothers make to their families
and to their communities. On May 6, 2013, Canadians are encouraged to
nominate the important moms in their lives by describing the qualities
that make them special and by sharing why they deserve to be
"We're thrilled to bring the Mom of the Year Award back for a second
year," said Emma Fox, chief marketing officer for Walmart Canada. "This
award celebrates moms as both role models and integral members of the
community, and gives Canadians an opportunity to say thank you for
everything moms do every day."
Walmart's survey also asked Canadians who they thought embodied the
quintessential TV mom; The Cosby Show's Clair Huxtable led the poll being named by one in five respondents
(21 per cent). Marge Simpson of The Simpsons came in second at 17 per cent. When asked who their mom would be if she
was a superhero, 43 per cent said Wonder Woman, followed by The Bionic
Woman at 23 per cent. The vast majority of Canadians, however, feel
that they do not thank their mom enough for everything that she does
and believe that she deserves to be named Mom of the Year (both 79 per
"Being a mom is really a labour of love and though music has always been
a central part of my life, the day I became a mother was the day I
became who I was meant to be," said Chantal Kreviazuk, Canadian singer,
songwriter and pianist. "My journey into motherhood nine years ago
renewed my sense of creativity and strengthened my passion for giving
back to the causes that are dear to my heart. These things combined
along with my commitment to my family continue to help me in my effort
to be the best version of me possible."
A Selection Committee of Mom Ambassadors comprised of three admired
Canadian mothers, one Walmart Canada mom and last year's Mom of the
Year will determine the recipient of the 2013 Award. Professional
singer, songwriter and Juno award winner, Chantal Kreviazuk, alongside
notable comedian, actress and radio host, Sophie Prégent, and the 2012
Mom of the Year, Katie Schulz, will work together with editor-in-chief
of Walmart Live Better magazine, Sandra Martin and Emma Fox to review the entries.
New this year is the My Finalist public voting, where Canadians will
have the chance to review the top 20 candidates and vote for one mom
they want to see become one of the eight finalists. Each finalist will
receive $10,000 to spend on themselves and the remaining seven will
receive $10,000 for the charity or cause of their choice. The Mom of
the Year award recipient will receive $100,000 for the charity or cause
of her choice. Last year, Schulz's donation benefitted Cystic Fibrosis
Canada, an organization she volunteers for in support of her daughter
who is living with the genetic disorder.
The Mom of the Year finalists will be flown to Toronto for a day of
pampering and an awards gala on October 5, 2013. Nominations for the
Mom of the Year Award close on June 16 and My Finalist public voting
will begin on July 4 through August 1. The eight finalists will be
notified around August 6. To participate in the program and support
Canadian moms, visit www.momoftheyear.ca.
Additional Survey Results
Twenty-one percent of Canadians say they would pay their mom more than
$50,000 a year. This is especially true of those who have children of
their own (33 per cent). Regionally, residents of Quebec are the most
likely to say they would pay their mom an annual salary of $25,000 or
less (20 per cent versus the 10 per cent for the rest of Canada).
People between the ages of 18 and 34 are the most likely to say they
would pay their mom over $100,000 (17 per cent).
When asked who is the quintessential TV mom, women are more likely than
men to say Clair Huxtable (25 per cent versus 16 per cent), while men
are more likely than women to say Marge Simpson (21 per cent versus 13
According to Canadians, the top four TV moms are Clair Huxtable, The Cosby Show (21 per cent); Marge Simpson, The Simpsons (17 per cent); Kitty Foreman, That '70s Show (12 per cent); and Carol Brady, The Brady Bunch (11 per cent).
Sixty per cent of Canadians say the 2013 Mom of the Year should have
several qualities, such as being loving, compassionate, hard-working,
fun-loving, a mentor, sacrificing and charitable.
The majority of Canadians (58 per cent) consider their mom to be their
best friend. This is especially true of women (64 per cent versus 51
per cent of men).
Men are more likely than women to agree that they do not thank their
moms enough for all she does (82 per cent versus 75 per cent of women).
The survey was completed online from April 22 to 24, 2013 using Leger
Marketing's online panel, LegerWeb, with a sample of 1,500 Canadians 19
years of age or older. A probability sample of the same size would
yield a margin of error of 2.53 per cent, 19 times out of 20. Leger
Marketing's online panel has approximately 460,000 members nationally -
with between 10,000 and 20,000 new members added each month - and has a
retention rate of 90 per cent. Panel members are randomly selected to
receive email invitations to the individual surveys.
About Walmart Canada
Walmart Canada operates a growing chain of more than 370 locations
nationwide serving more than one million customers each day, as well as
its flagship online store, www.walmart.ca, which is visited by over 250,000 Canadians daily. With 95,000
associates, Walmart Canada is one of Canada's largest employers and is
recognized by Waterstone Human Capital as having one of Canada's top 10
corporate cultures. Walmart Canada is focused on helping Canadian
families in need. Since 1994, Walmart has donated and raised more than
$180 million to Canadian charities and not-for-profit organizations.
Additional company information can be found at walmartcanada.ca, facebook.com/walmartcanada and at twitter.com/@walmartcanada.
SOURCE: Walmart Canada
For further information:
Daina Astwood-George/Susie Nick
APEX Public Relations