We’ve teamed up with The Insights People to share research and findings from its Parents Insights service. The first column takes a look at the challenges facing brands and retailers to engage this generation of parents.
There are on average 700,000 babies born every year and we know that almost three quarters of parents are Millennials (those born between 1982 and 1995) with the next generation of parents ‘Gen Z’ also now starting to emerge as they are now reaching their 20s. In fact, within just four years they will account for approximately one fifth of all new parents.
These Millennial and Gen Z parents are the first to grow up in the digital age, with a therefore far greater integration of technology in their everyday lives than those before them. Data from the ONS reveals that in fact for the first time 100% of family households now have internet access.
This generation of constantly connected parents and children are like no other, and the traditional ways to market, engage and influence them are increasingly making way for new methods. Furthermore, the fragmentation of media has essentially created a mass of niche markets, rather than a single mass market.
Understanding what these differences and defining characteristics mean, in real terms, is the first step to identifying the most effective strategies for your business, and that is what the data provided by The Insights People, via Parents Insights and Kids Insights, is able to provide.
Parents Insights is a market intelligence resource on all things expecting and new parents in the UK. Each week, 200 different parents (expecting to age four) are surveyed, adding up to more than 10,000 every year – which enables brands and agencies to provide significant insight on what is influencing the attitudes, behaviour and consumption of this generation of parents.
For a complementary Parents Insights report and to gain access to the Parents Insights portal visit www.parentsinsights.co.uk/progressivepreschool or call +44 (0) 330 159 6631.
