# TransParentcy Brands connect with Millennial parents through marketing transparency. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Aug 11, 2015 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/parenting-authenticity ## Key Figures - Trend score: 3.9/10 - Evidence articles: 7 ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Jul 23, 2014 to Jul 29, 2016 - Published: Aug 11, 2015 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Personalization](https://www.trendhunter.com/megatrend/personalization), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe ## Themes within the TransParentcy trend ### 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. ### 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. ### Realistic Parenting Ads Brands are shifting toward more honest and relatable representations of raising a family, celebrating the complicated reality of parenting. ## What the TransParentcy trend means for industry ### For 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 for TransParentcy Trend score 3.9 out of 10, from popularity 66%, activity 43%, freshness 8%. - Popularity: 66% - Activity: 43% - Freshness: 8% ## Examples of the TransParentcy trend 7 featured examples from Jul 23, 2014 to Jul 29, 2016. - [Baby Food Brand Activations](https://www.trendhunter.com/trends/baby-consumer): Ella's Kitchen Hosted a Pop-up Event Featuring 150 Baby Consumers (Category: Lifestyle) Implication: The baby food industry could continue to innovate with new products and packaging that appeal to millennial parents' desire for organic and healthy options. - [Realistic Parenting Campaigns](https://www.trendhunter.com/trends/parenting-unfiltered): The Parenting Unfiltered Ad Shows the Difficulties of Raising Kids (Category: Marketing) Implication: The baby care industry can benefit by creating products that address the everyday realities of parenting depicted in these ads. - [Father-Anthem Cereal Ads](https://www.trendhunter.com/trends/peanut-butter-cheerios): Peanut Butter Cheerios #HowtoDad Campaign is Hilariously Endearing (Category: Lifestyle) Implication: The advertising industry can embrace more inclusive messaging that celebrates fathers, presenting disruptive opportunities for brands to connect with diverse audiences. - [Parenting Baby Wipes](https://www.trendhunter.com/trends/baby-wipes): Tommee Tippee's 'Advice Wipes' are Made From Recycled Parenting Publications (Category: Life-Stages) Implication: Opportunity to innovate by incorporating sustainable materials into the manufacturing process, like using recycled parenting publications for baby wipes. - [Comical Parenting Ads](https://www.trendhunter.com/trends/similac-commercial): Similac's Commercial Reveals the Realities of Competitive Parenting (Category: Lifestyle) Implication: Developing innovative products that cater to the specific needs and preferences of different parenting styles and groups. - [New Dad Ads](https://www.trendhunter.com/trends/becoming-a-father): Dove's Men+Care Commercial Captures Reactions to News of Becoming a Father (Category: Lifestyle) Implication: Personal care brands like Dove can embrace emotional marketing and consumer-generated content to connect with their target audience. - [Playful Child Athlete Campaigns](https://www.trendhunter.com/trends/goya): This Ad for Goya Canned Beans is Heartwarming and Funny (Category: Marketing) Implication: 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… ## Recent trend clusters - [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) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)