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Macrotrends

Major Dads

... , by default, were front and center as nurturers, while fathers were relegated to the background as family breadwinners. Mothers bore the brunt of parenting challenges, from diaper changing to sleep training, while fathers had the privilege of swooping in as the lovable clown available for five minutes of roughhousing before handing duties back over to mom. Today, that divide of parenting responsibilities is morphing for a number of reasons. For one, Gen Ys are inherently open-minded and ...

PREPAREnting

... set of values on which they must deliver for family-oriented shoppers. While moms and dad still look for trustworthy products that make them feel they are doing their best for their families, they are also looking to brands to help them prepare their children for the future. They’re gravitating toward those that offer coding lessons to creative challenges that help their kids think and learn differently than they do in the classroom. Parents want to enable their children to have an immediate ...

Parenting Out Loud

... In discussing their parenting experiences publicly, young parents are admitting their challenges and mishaps, thereby deeming the concept of a “perfect” parent irrelevant.In previous generations, parenting was a relatively private topic. How people chose to raise their children was considered a personal, family matter, and thus, they tended to only discuss it with relatives and close friends, if at all. Yet, as Gen Ys become moms and dads themselves, they’re publicizing their parenting ...

Parenting 101

... extend this mindset to parenthood, accepting that all moms and dads can and should take a unique approach to family life because every family is different. Brands can’t make assumptions about the families they are trying to reach as there is no longer any such thing as a typical family; in fact, chances are that the families using their products and services are non-traditional in at least some way. To that point, only 32% of U.S. parents and 26% of UK parents say brands portray family life ...

Brand We

... superior longevity, which is making them increasingly mindful about the romantic relationships to which they commit. Now, marriage is typically a joint decision made as a couple over the course of its relationship rather than the man surprising the woman with a velvet box. (Though, in some nations, like China and India, receiving the blessing or arrangement from family is still expected.) While an official proposal is still standard, and there may be an element of surprise in the moment, the steps ...

No Kid(ding)

... A growing number of Ys are choosing a child-free lifestyle and are reshaping adulthood to focus on areas other than child-rearing. In previous decades, raising children was a given rather than a conscious choice. Over time, adults were able to make more nuanced individual decisions about having children as a result of cultural shifts including advancements in healthcare and medicine, access to family planning resources, and the women’s liberation movement; yet, having kids remained a key tenet ...

All In Good Time

... Young adults understand that “having it all” requires ongoing flexibility and constant tradeoffs, and they recalibrate their goals accordingly. Young adults of previous generations shared similar life aspirations for the most part: to have career success, a job they love, a lot of money, a nice house, and a family that includes a spouse and kids. Today’s young adults, however, have significantly more varied ambitions. While the notion of “having it all” in the traditional sense isn’t ...

The Path

... with friends or family to be the more fiscally prudent option in their youth. They are able to save funds by sharing rent (or not paying rent at all), which gives them money to save or to put toward more necessary expenses. Be Financially Secure When asked what they feel they personally need in order to “have it all” to make their life complete, 62% of youth agree that financial security is a factor. However, their desire and their reality appear to be at odds, as only 11% reported being ...

Global Y Dream

... Ys around the world have shared values and aspirations from family to career to personal success.With past generations, youth in countries around the world had dreams based on their national needs and ideals. Arising in the post-World War II era, the American Dream centered on freedom and individual prosperity; the South African Dream, stemming from the country’s struggle with Apartheid, was about striving for unity and equality; when China emerged from Mao’s Cultural Revolution, the Chinese ...

Family Ties

... Parents are ensuring that quality family time persists amidst their busy lives and are updating what it means today. Technology, friends, and colleagues are constantly fighting for the attention of modern parents, making it harder than ever to have quality time with their immediate family. Even when working moms and dads come home to their children, they have emails, texts, and phone calls begging to be answered. They also have the real-time stream of news and social media with which to ...