The Real Reason(s) There Are So Many Mormon Influencers

I was raised Mormon. I am an "influencer". I've got some ideas.

Here we go, brothers and sisters. I’ve been wanting to write this for years because I think about it all. the. time.

When I started design blogging in 2010 I was shocked to find out that most of the well known design/DIY bloggers were, like me, raised mormon. I remember thinking, ‘Wow, wait …why??’ It wasn’t nepotism or some sort of Ivy League frat connection. None of us knew each other and we were all over the country. Anyone could start a blog. It was a bunch of individual women who happen to be LDS/Mormon, doing the same job in a totally new field … and killing it.

And now the dominance that started over 20 years ago has exploded into a multi-billion dollar industry, on all the platforms, with hundreds of thousands of influencers running mini-empires. Hell, there are even multi-generational influencer families. That’s right - First generation mom influencers who raised their kids to also be influencers and they all do it all together! It’s all so ‘Keeping Up with the Kardashians’, but with way less sexy underwear. And while no one makes as much money as Kim or Kylie, many are pulling in high 6 figures (or more) and still spending ample time with their kids.

I have a lot of mixed feelings about social media, but I’ll scream a big ‘FRICK YES’ to this (LOL - it’s the Mormon F-word). And here’s why: Its the only industry that is almost completely owned by women, mommies even, with many (including myself) able to support our families while still allowing for a lot of time at home with our kids. Take that, patriarchy!! And heck, many of our partners have quit their careers to work for our companies (or be the lead parent) because it can be that lucrative.

It’s a flipped dynamic that dare I say feels like progress (but not without its challenges, which Brian writes about in this Substack). Of course, there are problematic mom-influencers who exploit their children, or far worse (Oof, Ruby Franke). And if you aren’t careful its easy to get caught up in a toxic comparison spiral that can make us all feel like garbage at times. But for the most part these women are creating and sharing their talents and tips in the food, design and DIY to the world. They are running serious businesses with no training and they are so good at it.

So knowing that I was raised Mormon, people ask me all the time - Is there something in the sacrament water? A specific flash card session at girls camp? A nefarious church grooming process? Why are there so many dominant and highly successful Mormon influencers??????

My back story real quick: I was raised in a pretty strict mormon household (these days they say LDS). There were 6 kids, my dad was the bishop 3 times, my parents have served three two year church missions. The real deal. I left the church at 15 (did not go well). I had years of rejection and resentment but am on the other side of it now and can really appreciate so many of the values that shaped me. In fact, I know that a lot of my success as a design blogger is because I was raised Mormon.

I am full of equal parts gratitude, insight and criticism of this culture and religion. Today, we’ll focus on the insight :)

Does that make me an expert in this very specific subject? A rarified insider reporting on this cultural phenomenon? Maybe. I certainly have some theories…