Available exclusively for Cassandra clients, our Modern Parents Report presents a detailed portrait of the new ways Millennial mothers and fathers are disrupting traditional notions of parenthood—and the essential strategies for tapping this multi-billion-dollar (and growing) market. As in each Cassandra study, this report contains a wealth of macro trends, data, marketplace examples, marketing implications, and advice for brands on how to capitalize on key opportunities with young consumers.
Below are highlights to help introduce you to the insights and data that follow:
Sketched Out: A Look at Modern Parents
Sketched Out is a cartoon series created by Cassandra that depicts 12 key insights from this report, shining light on to how Millennial Moms and Dads are reinventing parenthood to better suit their generation’s needs for today.
Millennial parents want to share what it’s really like to raise children and are publicly admitting their uncertainties and challenges on social media while still celebrating the joyous moments.
Read Parenting Out Loud
Millennial parents aren’t sheltering their children from the world and its myriad problems; rather, they are taking a proactive approach to teaching them realistically about issues and instilling in them a mission to make a difference for the future of humanity.
Examine PREPAREnting
Millennial men and women alike are more aware of gender inequalities and recognize such as an issue for all genders. As part of their efforts, they are speaking openly with their children about the inequalities that still persist today.
Review Mind the Gap
Marketing and entertainment have not kept up with shifts in parenting, with many failing to accurately reflect the more involved role Millennial fathers are assuming—presenting a major opportunity for companies that acknowledge this newfound fatherly pride.
Meet the new Major Dads
Modern lifestyles and demands make it harder for families to have quality time together, but moms and dads are making it a priority and devising new ways to feel connected to their kids.
Check out Family Ties
In a bid to reclaim work-life balance, Millennial parents are leaning out of the “Lean In” movement and discovering that, by prioritizing family life, they’re happier people and more effective workers—which has implications for any company that employs Millennial parents or those planning to have children.
Sample Leaning Out to Lean In
Counter to the Tiger Mom approach, Gen Y parents are purposefully incorporating unstructured playtime into their children’s schedules in an effort to foster their imaginations and better prepare them for the challenges of the future.
Discover The Freeform Movement
Millennial parents are inciting a backlash against the pressure to keep up with the ceaseless stream of childrearing advice, content, and products. Rather than consume it all, they’re taking a simpler, more instinctive approach to raising their kids and are aligning with brands that support this stance.
Delve into The Parent Trap
Parents’ team-oriented approach also applies to their children as they are evolving the role of kids in the family. Moms and dads aren’t able to be the gatekeepers they once were; today, they are taking an advisory role, encouraging their children’s independence and involvement in family decisions.
Look at Parental Advisory
Millennial parents are gravitating towards stress-free stores that foster mindfulness and provide a form of immersive entertainment, whether or not they’re shopping with a child in tow.
Peruse Shop Right
Friends and family have never been as intermingled as they are today. Gen Y has always been highly social and team-oriented, and, as they become parents, they’re maintaining the importance of friends in their lives by inviting them to be part of their families.
Get into Parenting In Partnership
Millennials are overachievers, wanting to do and be everything to everyone. Now that they are moms and dads, however, they are struggling to maintain and balance their many identities and relationships outside of parenthood.
Explore Identity Theft
Most parents (56% U.S. and 55% UK) use technology to keep their children occupied while at home.
Check out Technology.
Only 24% of U.S. parents an 22% of UK parents try to limit their children’s exposure to marketing and advertising.
See Marketing & Advertising.
A third of moms (33% U.S. and 32% UK) feel it’s difficult to maintain their personal identity outside of being a parent.
Explore Identity Theft.
Only a third of parents think there’s a stigma around being a stay-at-home mom (33% U.S. and 31% UK) or stay-at-home dad (32% U.S. and 30% UK).
Get to know Major Dads.
Parents don’t think there’s any such thing as a parenting expert (60% U.S. and 58% UK).
Read Parenting Out Loud.
If you’re a Cassandra client, dive in and start exploring! If you’re interested in becoming one, say hello here.