Family specialist PR and marketing agency, Azaria has published its annual Family Report, exploring the evolving purchasing power, shopping habits and the decision-making process of modern parents.
The independent study, based on insights from UK parents surveyed in January 2025, reveals significant trends in brand loyalty, sustainability and influencer marketing, presenting key opportunities for brands to build deeper connections and nurture loyalty.
Trends shaping parental purchasing in 2025 include:
Prioritising Sustainability
• A remarkable 84% of parents stated that they now consider a brand’s sustainability credentials before making a purchase.
Creating Trust and Loyalty
• 60% prefer to buy from brands they already trust.
• Consistent quality and positive experiences were cited as valuable, emphasising the importance of building lasting connections.
Customers Acting as Your Sales Team
• Almost all respondents (99.5%) have recommended products to fellow parents, highlighting the importance of authentic advice and personal experiences.
Offering Value Beyond Price
• While affordability is key for 31.1% surveyed, 96% said they are willing to pay more for features that enhance safety, well-being, or convenience.
• Free shipping comes out as the top incentive for 75.1% of those surveyed, with discounts and promotions following closely behind.
Harnessing Awards and Accreditations
• One in three parents are more likely to purchase a product with an award or accreditation, and 85% prioritise these products over others.
Influencing Parental Purchasing Decisions?
• Influencer marketing leads the way (36.6%) in helping parents discover new brands, followed by online searches (22.5%) and social media ads (22%).
• Reviews are a crucial factor, with three-quarters of parents saying they heavily influence their decisions.
• Recommendations from family and friends remain pivotal, with six in 10 parents relying on them.
“This year’s research has shown that parents are increasingly turning to trusted brands that offer quality, value and experiences that positively impact on both their family and the environment,” commented Amber Steventon, md at Azaria. “PR and digital marketing have never been so important to cut through the mass of noise with messages that truly resonate, engage and ultimately drive purchase.”
