Category
Lifestyle
Festive Fusions
Trend cluster
Category
Accessible
Parenting
Parenting platforms are prioritizing maternal and infant health and wellness.
4.7
Trend score
Trend
What is the Accessible Parenting trend?
Accessible Parenting: For some consumers, parenting challenges are amplified due to systemic issues like racial inequality in the healthcare system, high costs, and mental and physical health challenges post-pregnancy. Now, platforms are popping up that aim to address these issues, and make parental and infant care more accessible to all.
Insight
The consumer insight behind the Accessible Parenting trend
Systemic issues that lead to racial, gender, and income inequality are particularly apparent when it comes to the health system in North America. Those who are affected by these issues are increasingly demanding change in the form of spaces, platforms, and tools that are able to address these inequities--and some brands are starting to take note by prioritizing accessibility in their products and services.
Trend themes
Themes within the Accessible Parenting trend
Three behaviours holding the trend together01
Accessible Healthcare
Platforms are prioritizing maternal and infant health and wellness by offering affordable and accessible healthcare services and expert support.
02
Virtual Support Groups
Online platforms are increasingly popular as virtual motherhood support groups, providing mental and emotional health support and overcoming geographic barriers.
03
Diverse Inclusivity
Maternal healthcare needs to address racial, gender, and income inequality in North America by providing high-quality and accessible healthcare services for all.
Industry implications
What the Accessible Parenting trend means for industry
Where the trend changes the playbookFor
Healthcare
There is a growing need for accessible healthcare services that are free from racial, gender, and income biases and support diverse communities' healthcare needs.
For
Education
Online education platforms for new and expecting moms are growing by providing pregnant women with access to resources and expert support from prenatal and postpartum care fields.
For
Technology
The increasing use of technology in maternal healthcare, such as virtual support groups, offers a great opportunity for innovation and digital solutions to meet healthcare needs.
Workshop question
How could your brand better prioritize accessibility in its product/service?
Trend signals
Trend signals for Accessible Parenting
Trend score 4.7 out of 10, from popularity 68%, activity 54%, freshness 19%.
Popularity68%
Activity54%
Freshness19%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Accessible Parenting trend
8 featured examples from Dec 1, 2020 to Oct 22, 2023CategoryLife-Stages
Modern Parenting Solutions
KeaBabies is Sustainable Solutions for Modern Parenting Challenges
The parenting products industry is ripe for disruptive innovation that focuses on providing sustainable and eco-friendly solutions to modern parenting challenges.
CategorySocial Good
Black Maternal Health Platforms
Baby Tracking App The Bump Launches 'Black Maternal Health' Hub
The Black Maternal Health Hub can disrupt the healthcare industry by providing a much-needed platform to address Black maternal mortality.
CategoryLifestyle
Mom-to-Mom Breastfeeding Support Platforms
La Leche League Offers a 24-Hour Support Helpline
Healthcare providers can create 24/7 breastfeeding support hotlines or virtual platforms to provide more comprehensive care to mothers.
CategoryLife-Stages
Virtual Motherhood Support Groups
Momunity is a Wellness, Education and Community Support Platform
Through access to maternal wellness experts, virtual motherhood support communities can disrupt the health and wellness industry.
CategoryLife-Stages
Science-Backed Parenting Apps
Parenting Guide from Lasting is an App Dedicated To Parents
Mental health industry will benefit from apps dedicated to parenting that raise awareness about mental health issues and improve parenting skills.
CategoryTech
Motherhood Community Support Apps
The 'Mamahood' App Offers Professional Care and More
Apps focused on supporting new parents are growing and offer opportunities for future innovation.
CategoryLife-Stages
Trailblazing Parenthood Podcasts
Milk Drunk: The Podcast by Bobbie Shares Empowering Conversations
As an innovator and disruptor in the baby formula category, Bobbie provides an example of how new, organic, and FDA-compliant products can appeal to parents and create new opportu…
CategoryLife-Stages
Hosted Virtual Activity Sessions
HELM.Life Offers Virtual Childcare for Parents Working-From-Home
The virtual childcare industry has the potential to disrupt the traditional daycare and babysitting markets by offering parents more flexible and affordable solutions.
