Parental Behavior Trends

Goals

Obtain case studies that describe new parenting behaviors for 2020 and beyond. The information will be used to create content for a marketing campaign that targets millennial parents.

Early Findings

Parental Behavior Trends

Children's Subscription Boxes

  • As the subscription box trend continue to penetrate the direct-to-consumer (DTC) sectors, the subscription box service for children is understandably riding into this trend as well.
  • Based on a Gartner report, 75% of DTC companies will provide some form of subscription-based offering by 2023.
  • As for the children's subscription boxes, these special kits can contain a variety of items for kids such as toys, apparel, science stuff, and others.
  • For busy parents who spend a lot of time in their offices, these subscription box offerings can be a time-saver. These boxes can contain pre-selected products that can be sent to their children on a regular basis.
  • Based on Google Trends, the kids' subscription boxes phrase is one of the top searched item that is increasingly trending.

Internet as a Significant Source of Support

  • Previous generations of parents relied mostly on their parents, grandparents, neighbors, babysitters, friends, and other important people in their lives.
  • Currently, they have been replaced by Google and the internet in general.
  • More parents are now referring more to online sources throughout their pregnancy journeys.
  • As more millennial parents settle in places that are far from their relatives, they have come to rely more on "virtual support."
  • Based on a survey from BabyCenter, around 41% of first-time mothers consult mom blogs more frequently.
  • The upside of this is that these new parents are now more knowledgeable on how to raise their kids than ever before.
  • However, this can result in information overload as there are so many resources available online.

Proposed next steps:

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Our initial research provided some of the current parenting behaviors that can be used to market to millennials. Given that there are available sources on this topic, we propose to continue with the research to provide 4-6 case studies of parental behaviors that are new to the ecosystem. We will focus on current and future behaviors. For each case study, we will describe the behavior, provide reasons why is it considered new when compared to the past, and other notable information. Some examples could be an analysis of how parents are balancing their life when a baby is born or ways that they are raising their kids, such as those that involve dietary changes. The trend does not have to focus on the child. We will use sources that were no older than two years. This will be a U.S.-focused research.
We also recommend undertaking additional research to provide 4-6 best practices on how millennial parents are raising their children. For each best practice, we will explain what the practice is, why is it a best practice, and any available success metrics.
We also propose proceeding with additional research to provide 4-6 best practices on how to market to millennial parents. For each best practice, we will explain what the practice is, why is it a best practice, and any available success metrics.