Canadians Say Mom's Role Is Worth Over $160,000 Per Year

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 recognized.

"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 cent).

"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

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 per cent).
  • 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,, 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, and at

SOURCE: Walmart Canada

For further information:

Daina Astwood-George/Susie Nick
APEX Public Relations


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