Category
Life-Stages
Constructible Franchises
Trend cluster
Category
Competitive
Parenting
The millennial parenting style is shaped by socially driven concerns.
3.8
Trend score
Trend
What is the Competitive Parenting trend?
Competitive Parenting: Growing up in a digital age has shaped and informed the way millennials approach parenting. Feeling a socially driven desire to conquer child-rearing, millennial parents offer their children the best of the best, turning to organic food, luxury baby products and online parenting networks for reassurance and recognition. The millennial generation is ultimately so motivated by social acceptance they feel an incredible, unprecedented pressure to succeed at being a parent.
Trend themes
Themes within the Competitive Parenting trend
Three behaviours holding the trend together01
Socially driven parenting
Millennial parents are motivated by social acceptance, creating pressure to provide the best of the best for their children.
02
Digital parenting resources
Websites, apps and blogs targeted toward contemporary parenting needs are becoming increasingly popular for new parents.
03
Parental self-care and humor
Parenting-oriented content is including more attention to self-care and humor for parents to destress and find humor in their everyday life.
Industry implications
What the Competitive Parenting trend means for industry
Where the trend changes the playbookFor
Organic and natural baby products
Creating a branding strategy that emphasizes organic, natural ingredients for baby products could be successful given the attention millennial parents are giving to what their children consume.
For
Digital parenting resources
Developing digital resources with the latest innovations in social media and technology to assist new parents, particularly modern fathers, could be a disruptive innovation opportunity.
For
Parent-inspired entrepreneurial grants
Creating grant programs for parents, particularly new parents, could encourage entrepreneurship by breaking down the barriers between parenting and business.
Workshop question
How does your brand suit the needs of the Millennial parents' competitive nature?
Trend signals
Trend signals for Competitive Parenting
Trend score 3.8 out of 10, from popularity 58%, activity 48%, freshness 8%.
Popularity58%
Activity48%
Freshness8%
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
South America
Evidence
Examples of the Competitive Parenting trend
7 featured examples from Jan 29 to Nov 13, 2015CategoryLifestyle
Baby Food Brand Activations
Ella's Kitchen Hosted a Pop-up Event Featuring 150 Baby Consumers
The baby food industry could continue to innovate with new products and packaging that appeal to millennial parents' desire for organic and healthy options.
CategoryPop Culture
Emotional Mom Blogs
Kristen Hedges Builds Community by Sharing Moving Motherhood Stories
The mommy blogging industry can explore innovative ways to facilitate community building among its audience, leveraging technology and social media platforms.
CategoryPop Culture
Real Food Blogs
Mommy Blogger Lisa Leake Helps Other Families Cut Out Processed Food Products
The food and beverage industry has the opportunity to capitalize on the real food movement by creating healthier and more nutritious options for consumers.
CategoryBusiness
Entrepreneurial Parent Programs
First Years' 'Parentpreneur Grant' Fuses Parenting and Business
The Parentpreneur Grant Program provides funding opportunities for small businesses in various industries.
CategoryArt & Design
Parental Merit Badges
The ‘Parent Merit Badge’ Honors Overlooked Accomplishments of Parents
Creating new products, services, and experiences to support and celebrate parenting.
CategoryTech
Paternal Lifestyle Guides
'Fatherly' is a New Parenting Website Designed for Modern Fathers
The industry of parenting websites has opportunities for disruptive innovation in personalized content curation, targeted advertising, and partnerships with experts and consultant…
CategoryLifestyle
Comical Parenting Ads
Similac's Commercial Reveals the Realities of Competitive Parenting
Developing innovative products that cater to the specific needs and preferences of different parenting styles and groups.
