Category
Life-Stages
Constructible Franchises
Trend cluster
Category
Parental
Support
Brands are launching specific platforms to support parents amid COVID-19.
2.9
Trend score
Trend
What is the Parental Support trend?
Parental Support: To support families amid COVID-19, brands have launched resources to help new parents cope with the challenges of the "new normal." These range from mental health platforms to virtual parenting communities and seek to alleviate some of the burdens of raising children in the midst of a pandemic.
Insight
The consumer insight behind the Parental Support trend
The COVID-19 pandemic has been especially challenging for parents attempting to work, homeschool, and finish chores while dealing with their upturned lifestyles. These consumers are lacking the traditional, in-person support system many would lean on during this phase of their life, and with social distancing regulations still in place, many are looking to connect with others and receive guidance during a time that may feel especially isolating.
Trend themes
Themes within the Parental Support trend
Three behaviours holding the trend together01
Virtual Parenting Communities
Brands are launching virtual parenting communities to offer support to new and expectant parents dealing with the challenges of the 'new normal.' Disruptive innovation opportunities include expanding these virtual communities to niche groups or creating personalized experiences for parents.
02
Mental Health Platforms for Parents
Brands are providing mental health resources to support parents during the pandemic. Disruptive innovation opportunities include developing AI-powered mental health tools that can provide personalized advice and coping strategies for parents.
03
Family-Focused Educational Online Hubs
Brands are launching educational resources for families that help navigate through the new challenges of homeschooling. Disruptive innovation opportunities include customized educational portals or gamified learning activities that cater to different age groups and learning preferences.
Industry implications
What the Parental Support trend means for industry
Where the trend changes the playbookFor
Health and Wellness
Health and wellness brands can explore opportunities to offer mental health resources to parents, such as subscriptions to meditation apps or virtual counseling sessions.
For
Education
EdTech companies can develop online platforms that provide educational content and resources to families, tailor-made for homeschooling and remote learning during the pandemic.
For
Social Media
Social media companies can create virtual communities that cater to specific groups of parents with shared interests, enabling them to connect and exchange advice and support for each other.
Workshop question
How can your brand support specific consumer needs during crisis?
Trend signals
Trend signals for Parental Support
Trend score 2.9 out of 10, from popularity 48%, activity 30%, freshness 9%.
Popularity48%
Activity30%
Freshness9%
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 Parental Support trend
4 featured examples from Apr 9 to Jul 7, 2020CategoryLifestyle
Parental Mental Health Promotions
WaterWipes is Gifting Parents a 3-Month Headspace Subscription
Disruptive innovation opportunity: Integrate mental health support into existing healthcare systems or develop specialized mental health services for parents.
CategoryLifestyle
Family-Centric Educational Online Hubs
NatGeo@Home Responds to the Educational Impacts of COVID-19
The EdTech industry has an opportunity for disruptive innovation by creating interactive and engaging online educational platforms like NatGeo@Home.
CategoryLife-Stages
Virtual Parenthood Hubs
WaterWipes' Early Days Club Supports New & Expecting Parents
Businesses in the parenting and baby care industry may consider creating virtual communities and expert-led services to support a growing need for online support and guidance for…
CategoryLifestyle
Family-Specific Mental Health Platforms
TheFamilyHelpNetwork.ca Launched a Mental Health Campaign
Opportunity for telehealth companies to expand their services to include mental health support for families.
