Category
Tech
Delegated Interfaces
Trend cluster
Category
Maternal
Community
Virtual communities for new mothers offer support and empathy.
3.4
Trend score
Trend
What is the Maternal Community trend?
Maternal Community: Motherhood comes with its set of challenges, and there are now digital platforms that help new mothers navigate their new roles, and receive support from their peers. These virtual communities help prevent some of the stressors that come with being a new parent.
Insight
The consumer insight behind the Maternal Community trend
The various milestones that people reach in life also bring on new challenges, and consumers often seek out the support of their peers when they're dealing with these transitions and uncertainties. Brands that are able to bring people together and offer additional resources in consumers' process of finding support will continue to have value for the average consumer.
Trend themes
Themes within the Maternal Community trend
Three behaviours holding the trend together01
Virtual Motherhood Communities
There is a growing trend of launching virtual communities to connect mothers-to-be or new mothers together and to provide them with support and information through social-based movements.
02
New Parenting Support Platforms
Amidst the stressors that come with being a new parent, digital platforms that help new mothers and fathers navigate their new roles and receive support from their peers are on the rise, providing a complementary resource to existing healthcare services.
03
Mom-to-Mom Breastfeeding Support Platforms
Mom-to-mom breastfeeding support platforms have been on the rise, offering 24-hour support through virtual helplines and online discussion forums, as well as access to resources that help new mothers feel more confident and comfortable about breastfeeding.
Industry implications
What the Maternal Community trend means for industry
Where the trend changes the playbookFor
Healthcare
Healthcare companies can leverage the trend of new parenting support platforms and virtual motherhood communities to provide new parents with access to virtual consultations, education, support, and product recommendations that help improve their overall health and well-being.
For
Social Networking
The rise of virtual motherhood communities, new parenting support platforms, and mom-to-mom breastfeeding support platforms has created opportunities for tech companies to launch new social networking platforms that cater to the specific needs of new mothers and fathers.
For
Consumer Goods
Consumer goods companies can tap into the trend of new parenting support platforms and mom-to-mom breastfeeding support platforms to develop products that help new parents navigate their new roles, such as breastfeeding pillows, baby monitors, and smart baby bottles.
Workshop question
What kind of virtual community could your brand create?
Trend signals
Trend signals for Maternal Community
Trend score 3.4 out of 10, from popularity 53%, activity 40%, freshness 11%.
Popularity53%
Activity40%
Freshness11%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Maternal Community trend
6 featured examples from Jul 4, 2018 to Mar 10, 2021CategoryLifestyle
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
Virtual Motherhood Communities
Motherhood Maternity is Virtually Bringing Moms-to-Be Together
The growing demand for virtual healthcare and wellness services presents an opportunity for healthtech companies to develop specialized platforms for expecting and new mothers.
CategoryLife-Stages
Baby Care Support Apps
BabyGogo Offers Support for Pregnant and New Moms
Disruptive innovation opportunities in developing healthcare technology that caters specifically to the needs of new parents, such as mobile apps and telemedicine platforms.
CategoryTech
New Mom Community Apps
Social.mom Connects New Moms with One Another
Social.mom is part of a growing industry of apps that support new parents and families through networking, information sharing, and other digital tools.
CategoryTech
New Mom Support Platforms
The 'pillar' Digital Support Group Connects Parents Together
Hospitals and healthcare providers can integrate digital support groups like 'pillar' into their existing services and care plans to offer more comprehensive and holistic care to…
