Brands target new parents with products and services that alleviate anxiety
Trend - Brands across industries are catering specifically to the needs and anxieties that are common among new parents—whether those relate to the health of their baby, or to simplifying the process of caring for a new infant. This shift comes as Millennial parents increasingly turn to sources outside of their immediate family and friends for assistance raising their children.
Insight - Parents of newborn children, particularly when they have their first child, inevitably deal with stress related to the health and needs of their infants. This universal stressor is often relieved with the help of peers and family members–however for those who may not have as many social systems of support, it can be helpful for brands to ease the process.
Insight - Parents of newborn children, particularly when they have their first child, inevitably deal with stress related to the health and needs of their infants. This universal stressor is often relieved with the help of peers and family members–however for those who may not have as many social systems of support, it can be helpful for brands to ease the process.
Workshop Question - How could your brand ease or enhance important milestones its customers experience?
Trend Themes
1. At-home Healthcare Solutions - The rise in demand for at-home healthcare solutions presents an opportunity for brands to develop products like home incubators, which alleviate anxiety for parents dealing with premature babies.
2. Digital Support Groups - Digital support groups for new moms such as 'pillar' are becoming increasingly popular, especially among younger demographics like millennials, who are looking for simple ways to maintain a healthy lifestyle.
3. Baby-tracking Wearable Technology - The emergence of wearable tracking technology for babies like Nanit's breathing wear and movement-tracking onesies seen in both Rhythms in Infant Brain and Nanit respectively, indicates a significant opportunity for innovation in the manufacture of infant wearable technologies.
Industry Implications
1. Healthcare - New parents are showing a preference for at-home healthcare solutions, indicating an opportunity for healthcare providers to develop new products that can ease anxiety and support the physical and emotional health of new parents.
2. Technology - Wearable tracking technology for babies like Nanit and Smardii's diaper monitor, offer technology companies opportunities to develop new products that improve the lives of both infants and their caregivers.
3. Marketing and Advertising - The success of campaigns such as 'First Ride' by Uber, indicate a significant opportunity for marketing and advertising professionals to create emotionally powerful and humanizing marketing campaigns that show how products can alleviate the stress of new parents.
8 Featured, 67 Examples:
173,150 Total Clicks
Date Range:
May 18 — Apr 20
Trending:
Warm
Consumer Insight Topics:
