TAKEAWAY 5
Millennial parenting
Looking for ally brands in raising kids
Most Gen Alpha’s parents are Millennials. They have postponed children along with other milestones in life (moving out of parents’ home, finding a partner, wedding…).
As a result, they are professionally parenting like no other generation before them.
of Millennials waited until they were married or living with a partner before having children.
actively planned and researched when to have children, compared to only 25% of Gen X parents.
of Millennial parents have researched and selected a specific parenting style, versus 37% of Gen X parents.
Source: Beano Brain, 2023, UK & US
Top 5 parent-kid conversations
1. Dangers of the internet
2. Healthy nutrition
3. Technology
4. Body positivity
5. Use of social media
CASE
Dove x Nike
Dove and Nike have partnered to launch the Body Confident Sport program, which aims to address the high dropout rate of young girls from sports due to low body confidence.
It included the Super Bowl LVIII ad titled "Hard Knocks" featuring young female athletes, a partnership with Venus Williams and Kylie Kelce to raise awareness and a TikTok challenge: #KeepHerConfident to show girls' sports skills.
of parents feel guilty of not spending enough quality time with their Gen Alpha children
Although 77% of parents state they are prioritizing time with their children over careers, 49% of Gen Alpha parents express not spending enough quality time together with their kids as their main guilt.
Many parents are embracing "gentle parenting" but Millennials are the first generation to raise children under the full scrutiny of social media, leading to feelings of parenting under pressure.
75% of millennial parents are trying to keep their children off social media for as long as possible and many struggle with balancing screen time and green time outdoor play for their children.
In raising children and prioritizing presence and involvement, mental health and happiness, they are looking for ally brands. Brands that help them promote inclusivity, respect and shared family experiences.
(Source: Beano Brain, 2023, UK & US)
Top 3 Ally brands for Millennial parents
Let's connect via joerivandenbergh.com