DATA
Technology
SPRING/SUMMER 2016
Parents view technology as a necessary evil; while it serves to bring families together, it also causes stress in that it's difficult for parents to monitor.
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Parenting Challenges
SPRING/SUMMER 2016
While being a parent is incredibly rewarding, modern moms and dads acknowledge that it comes with many challenges.
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By Date
Shopping
SPRING/SUMMER 2016
Parents take a practical approach to shopping and value their kids’ opinions when it comes to what they buy.
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Finances
SPRING/SUMMER 2016
Parents want to make sure their children are financially secure in the future and are taking proactive measures to teach them about financial matters from a young age.
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Work
SPRING/SUMMER 2016
Both working and stay-at-home parents feel they have difficult jobs, but they often face similar challenges.
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Childcare
SPRING/SUMMER 2016
While parents take on the lion’s share of responsibility when it comes to raising their child(ren), many also turn to friends and family to help with childcare and for support.
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Children's Activities
SPRING/SUMMER 2016
Parents want children to have time just being kids and to experience many of the joys of childhood that they did when they were young.
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Modern Parents Correspondence Maps
SPRING/SUMMER 2016
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Modern Parents Landscape
SPRING/SUMMER 2016
Parenting brings much joy to moms and dads while also challenging them to learn and grow.
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Identity Theft
SPRING/SUMMER 2016
Gen Y mothers and fathers face unique challenges in maintaining their pre-parent identities and relationships after having children.
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Parenting In Partnership
SPRING/SUMMER 2016
Parenting is becoming more communal, with modern moms and dads involving their friend groups in their family lives.
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Shop Right
SPRING/SUMMER 2016
Gen Y parents are seeking seamless shopping experiences that provide a sense of entertainment and delight for parent and child alike.
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Mind The Gap
SPRING/SUMMER 2016
Gen Y parents are furthering the plight for gender equality by making their children more aware of the gap that still exists and executing new tactics to close it.
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Leaning Out To Lean In
SPRING/SUMMER 2016
Young parents are “leaning out” of the Lean In movement and discovering that, by prioritizing family life, they’re happier people and more effective workers.
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Family Ties
SPRING/SUMMER 2016
Parents are ensuring that quality family time persists amidst their busy lives and are updating what it means today.
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The Freeform Movement
SPRING/SUMMER 2016
Young parents are purposefully incorporating unstructured playtime into their children’s schedules in an effort to better prepare them for the future.
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The Parent Trap
SPRING/SUMMER 2016
Modern parents are beginning to reject the pressure to consume the abundance of childrearing resources and products, instead embracing a simple, instinctive approach to raising kids.
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Major Dads
SPRING/SUMMER 2016
Gen Y fathers are choosing to become more involved in parenting than were previous generations of fathers.
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PREPAREnting
SPRING/SUMMER 2016
Modern moms and dads are raising children with a grown-up understanding of the world and are readying them to make it better.
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Parenting Out Loud
SPRING/SUMMER 2016
In discussing their parenting experiences publicly, young parents are admitting their challenges and mishaps, thereby deeming the concept of a “perfect” parent irrelevant.
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