# Parental Support Brands are launching specific platforms to support parents amid COVID-19. By [Grace Mahas](https://www.trendhunter.com/Grace.Mahas), VP of Content & Insights | Published Jul 14, 2020 | Category: [Life-Stages](https://www.trendhunter.com/pro/category/life-stages) Source: Trend Hunter, https://www.trendhunter.com/protrends/parental-support ## Key Figures - Trend score: 2.9/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 9 to Jul 7, 2020 - Published: Jul 14, 2020 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Parental Support trend ### 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. ### 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. ### 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. ## What the Parental Support trend means for industry ### For 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 for Parental Support Trend score 2.9 out of 10, from popularity 48%, activity 30%, freshness 9%. - Popularity: 48% - Activity: 30% - Freshness: 9% ## Examples of the Parental Support trend 4 featured examples from Apr 9 to Jul 7, 2020. - [Parental Mental Health Promotions](https://www.trendhunter.com/trends/waterwipes): WaterWipes is Gifting Parents a 3-Month Headspace Subscription (Category: Lifestyle) Implication: Disruptive innovation opportunity: Integrate mental health support into existing healthcare systems or develop specialized mental health services for parents. - [Family-Centric Educational Online Hubs](https://www.trendhunter.com/trends/natgeohome): NatGeo@Home Responds to the Educational Impacts of COVID-19 (Category: Lifestyle) Implication: The EdTech industry has an opportunity for disruptive innovation by creating interactive and engaging online educational platforms like NatGeo@Home. - [Virtual Parenthood Hubs](https://www.trendhunter.com/trends/early-days-club): WaterWipes' Early Days Club Supports New & Expecting Parents (Category: Life-Stages) Implication: 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… - [Family-Specific Mental Health Platforms](https://www.trendhunter.com/trends/thefamilyhelpnetworkca): TheFamilyHelpNetwork.ca Launched a Mental Health Campaign (Category: Lifestyle) Implication: Opportunity for telehealth companies to expand their services to include mental health support for families. ## Recent trend clusters - [Constructible Franchises](https://www.trendhunter.com/protrends/constructible-franchises) (Life-Stages) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) ## Trending in Life-Stages - [Retro Graphic Tees](https://www.trendhunter.com/trends/nostalgic-graphic-tees) - [Screen-Free Kids Phones](https://www.trendhunter.com/trends/screen-free-kids-phones) - [Edible Oil-Based Lubes](https://www.trendhunter.com/trends/coco-lube) - [Women's Health-Focused Probiotic Supplements](https://www.trendhunter.com/trends/womens-health-probiotic-capsules) All articles: [Life-Stages](https://www.trendhunter.com/life-stages)