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Jessie Wilson is the founder of Institute of Mums, a specialist marketing research and insight agency. She has over 15 years' experience covering demographic and social trends, with a particular interest in the parenting sector. Her work has been featured in the Economist, the Financial Times, the Washington Post, the Times, and on the BBC, among others. Her book Marketing to Mums is due to be released in December 2017. www.instituteofmums.com