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.
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.