Mark Ritson: Brands boycotting Mumsnet for bad language have a deluded view of consumers

There can be little doubt that Mumsnet is a marketing and media phenomenon. Founded only 17 years ago, the site now attracts in excess of 10 million users a year and continues to maintain a double-digit annual growth rate. Aside from its sheer scale, the Mumsnet audience is also a tasty prospect for marketers because of its demographic and behavioural uniformity.
In an age of fragmented media and markets that fail to follow the traditional demographic stereotypes, Mumsnet is that rarest of thin