Category
Lifestyle
Assisted Choices
Trend cluster
Category
TransParentcy
Brands connect with Millennial parents through marketing transparency.
3.9
Trend score
Trend
What is the TransParentcy trend?
TransParentcy: As millennials begin to have children of their own, many of the values associated with the demographic are carried over into parenting purchases. In the hopes of building trust among young Millennial parents, brands are highlighting a dedication to health and sustainability with comedic, honest representations of the complexities of modern parenting.
Trend themes
Themes within the TransParentcy trend
Three behaviours holding the trend together01
Marketing Transparency
Brands are highlighting a dedication to health and sustainability with humorous, honest representations of modern parenting, gaining the trust of young millennial parents.
02
Engaging with Millennial Fathers
Brands are capturing the emotions and reactions of new fathers through clever marketing campaigns, showing that real strength comes from men who are caring and fun-loving.
03
Realistic Parenting Ads
Brands are shifting toward more honest and relatable representations of raising a family, celebrating the complicated reality of parenting.
Industry implications
What the TransParentcy trend means for industry
Where the trend changes the playbookFor
Organic Children's Food
Organic baby food brands are hosting immersive pop-up events for millennial parents that provide an opportunity for discovery and exploration.
For
Baby Product Manufacturing
Baby product manufacturing companies are using recycled materials to create novel products that provide reassurance to new parents who are weary about putting down the baby books.
For
Family-Focused Advertising
Marketers are banking on the desires of millennial parents to provide their children with the best possible nutritional value, creating playful, heartwarming and relatable ads to appeal to families.
Workshop question
Think about the way your brand communicates to your consumers. How could you adapt that to be more honest, raw and relatable?
Trend signals
Trend signals for TransParentcy
Trend score 3.9 out of 10, from popularity 66%, activity 43%, freshness 8%.
Popularity66%
Activity43%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
South America
Evidence
Examples of the TransParentcy trend
7 featured examples from Jul 23, 2014 to Jul 29, 2016CategoryLifestyle
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.
CategoryMarketing
Realistic Parenting Campaigns
The Parenting Unfiltered Ad Shows the Difficulties of Raising Kids
The baby care industry can benefit by creating products that address the everyday realities of parenting depicted in these ads.
CategoryLifestyle
Father-Anthem Cereal Ads
Peanut Butter Cheerios #HowtoDad Campaign is Hilariously Endearing
The advertising industry can embrace more inclusive messaging that celebrates fathers, presenting disruptive opportunities for brands to connect with diverse audiences.
CategoryLife-Stages
Parenting Baby Wipes
Tommee Tippee's 'Advice Wipes' are Made From Recycled Parenting Publications
Opportunity to innovate by incorporating sustainable materials into the manufacturing process, like using recycled parenting publications for baby wipes.
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.
CategoryLifestyle
New Dad Ads
Dove's Men+Care Commercial Captures Reactions to News of Becoming a Father
Personal care brands like Dove can embrace emotional marketing and consumer-generated content to connect with their target audience.
CategoryMarketing
Playful Child Athlete Campaigns
This Ad for Goya Canned Beans is Heartwarming and Funny
Companies in the food and beverage industry can benefit from exploring this trend to connect with young parents and promote their products as healthy and nutritious for child athl…
