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Marketing to Parents - UK - November 2017

“While being a parent has never been easy, it could be argued that today’s parents face a unique set of factors that are making them more stressed than preceding generations. With this in mind, campaigns that carry pro-relaxation messages are likely to resonate with this cohort, particularly where they can emphasise that ‘relaxing’ needn’t equal ‘expensive’.”
– Jack Duckett, Senior Consumer Lifestyles Analyst

This Report looks at the following areas:

  • Helping parents to relax
  • Getting parents to eat more healthily 
  • Bolstering parents’ exercise habits

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Trends in the number of parents
              • Figure 1: Number of mums and dads with dependent children in the household, UK, 2006-15
            • Number of live-births starts to plateau
              • The working mother
                • Children take toll on financial confidence
                  • The consumer
                    • If parents had more time
                      • Figure 2: Activities parents wish they had more time to do, mums vs dads, September 2017
                    • If parents had more money
                      • Figure 3: Activities parents wish they had more money to do, mums vs dads, September 2017
                    • Parents worry about kids at school
                      • Figure 4: Parents’ top concerns for their children, mums vs dads, September 2017
                    • Tackling stereotypes in advertising
                      • Figure 5: Parents’ attitudes towards advertising, September 2017
                    • Getting families to switch off
                      • Figure 6: Attitudes towards children’s technology and online usage, September 2017
                    • Getting new parents to focus on health
                      • Figure 7: Lifestyle changes since becoming a parent, September 2017
                    • Comparing parenting styles
                      • Figure 8: Mums’ and dads’ perceptions of their own personality, other parents’ their age, and their own parents at their age, September 2017
                    • What we think
                    • Issues and Insights

                      • Helping parents to relax
                        • The facts
                          • The implications
                            • Getting parents to eat more healthily
                              • The facts
                                • The implications
                                  • Bolstering parents’ exercise habits
                                    • The facts
                                      • The implications
                                      • The Market – What You Need to Know

                                        • Trends in the number of parents
                                          • Age of parents rises
                                            • Proportion of cohabiting parents inches up
                                              • Number of live-births starts to plateau
                                                • The working mother
                                                  • Children take toll on financial confidence
                                                  • Parents: A Demographic Overview

                                                    • Trends in the number of parents
                                                      • Figure 9: Number of mums and dads with dependent children in the household, UK, 2006-15
                                                    • Age of parents rises
                                                      • Figure 10: Standardised^ mean age of mums and dads at birth of child, 2000-15
                                                    • Proportion of cohabiting parents inches up
                                                      • Figure 11: Families in the UK with dependent children, by family type in 2006 and 2016
                                                    • Single parents account for nearly a quarter of all families
                                                      • Number of live births starts to plateau
                                                        • Figure 12: Trends in the number of live births, England and Wales, 2006-16
                                                      • Long gone are the days of 2.4 children
                                                        • Figure 13: Percentage analysis of families with dependent children in the UK, by family type and number of dependent children, 2016
                                                    • Parents: Lifestyle Factors

                                                      • Mothers continue to dominate household responsibilities
                                                        • Figure 14: Proportion of adults indicating they are mainly responsibility for listed household responsibilities on a typical weekday evening, mums vs dads, May 2016
                                                      • The working mother
                                                        • Figure 15: Employment rates of men and women with and without dependent children (aged 16 to 64), England, April to June 2006 to April to June 2017
                                                      • Children take toll on financial confidence
                                                        • Figure 16: How respondents would describe their financial situation, by presence and age of children, August 2017
                                                      • Childcare costs put pressure on finances
                                                        • Families renting
                                                          • Figure 17: Household composition, by housing tenure, April 2016
                                                      • The Consumer – What You Need to Know

                                                        • Helping parents to relax
                                                          • Parents keen to spend more time with the family
                                                            • The cost of family holidays
                                                              • Helping parents to save
                                                                • Parents worry about kids at school
                                                                  • Focusing on children’s mental health
                                                                    • Parenting: harder than it looks in adverts
                                                                      • Tackling stereotypes in advertising
                                                                        • New parents focus on eating healthily…
                                                                          • …but less on exercise
                                                                            • Modern dads more in touch with emotions
                                                                            • If Parents Had More Time

                                                                              • Helping parents to relax
                                                                                • Figure 18: Activities parents wish they had more time to do, mums vs dads, September 2017
                                                                              • Mums and dads both keen to spend more time with the family
                                                                                • Making more time for beauty
                                                                                  • Figure 19: B1obar children’s crèche, September 2017
                                                                              • If Parents Had More Money

                                                                                • The cost of family holidays
                                                                                  • Figure 20: Activities parents wish they had more money to do, mums vs dads, September 2017
                                                                                • Helping parents to save
                                                                                  • Figure 21: Activities parents wish they had more money to do, September 2017
                                                                                  • Figure 22: Moneybox App Junior ISA, April 2017
                                                                                • A third of mums would buy healthier food if they had more money
                                                                                • Concerns about Children

                                                                                  • Parents worry about kids at school
                                                                                    • Figure 23: Parents’ top concerns for their children, mums vs dads, September 2017
                                                                                    • Figure 24: Proportion of parents concerned about how well their child does at school, by age of children present in household, September 2017
                                                                                  • Focusing on children’s mental health
                                                                                    • Figure 25: Proportion of all parents who say that they are worried about their children’s physical or mental health, September 2017
                                                                                    • Figure 26: Headspace kids, July 2016
                                                                                  • Brands against bullying
                                                                                    • Figure 27: Proportion of parents worried about their youngest child being bullied, by age of child, September 2017
                                                                                    • Figure 28: Burger King Bullying Junior campaign, October 2017
                                                                                • Attitudes towards Advertising

                                                                                  • Parenting: harder than it looks in adverts
                                                                                    • Figure 29: Parents’ attitudes towards selected statements about advertising, mums vs dads, September 2017
                                                                                    • Figure 30: Fiat’s ‘Motherhood’ and ‘Fatherhood’ campaigns, 2012-13
                                                                                  • Tackling stereotypes in advertising
                                                                                    • Figure 31: Parents’ attitudes towards stereotyping in advertising, mums vs dads, September 2017
                                                                                  • Support for wider representation in advertising
                                                                                    • Figure 32: McCain We Ae Family campaign (August 2017), vs Classic Oxo family advert (1980s)
                                                                                • Attitudes towards Children and Technology

                                                                                  • Getting the whole family to switch off technology
                                                                                    • Figure 33: Attitudes towards children’s technology and online usage, September 2017
                                                                                  • Technology and children’s sleep
                                                                                    • Figure 34: Proportion of parents who agree “Technology usage is impacting children's sleep”, by age of child(ren) present in the household, September 2017
                                                                                  • The educational positives of tech devices
                                                                                    • Protecting children online
                                                                                      • Figure 35: Google Family Link, March 2017
                                                                                  • Lifestyle Changes since Becoming a Parent

                                                                                    • New parents focus on eating healthily…
                                                                                      • Figure 36: Lifestyle changes since becoming a parent, September 2017
                                                                                    • …but less on exercise
                                                                                      • Increased interest in career
                                                                                        • Figure 37: Increased interest in selected lifestyle changes since becoming a parent, mums vs dads, September 2017
                                                                                      • Looking after the world for tomorrow
                                                                                      • Perceptions of Parenthood

                                                                                        • The stresses of motherhood
                                                                                          • Figure 38: Mums’ perceptions of their own personality, other mothers their age, and their own mothers at their age, September 2017
                                                                                          • Figure 39: Mums’ perceptions of their own personality, other mothers their age, and their own mothers at their age, September 2017
                                                                                        • Modern dads more in touch with emotions
                                                                                          • Figure 40: Dads’ perceptions of their own personality, other fathers their age, and their own fathers at their age, September 2017
                                                                                          • Figure 41: Dads’ perceptions of their own personality, other fathers their age, and their own fathers at their age, September 2017
                                                                                          • Figure 42: Gillette’s ‘Go To Dad’ 2017 Father’s Day campaign, March 2017
                                                                                        • Health-conscious parents
                                                                                          • Figure 43: Mums’ and dads’ perceptions of how health-conscious they are, other parents of their age are, and their own parents at their age were, September 2017
                                                                                          • Figure 44: PRAMA family fitness classes, October 2017
                                                                                      • Describing Parenthood: A Visual Approach

                                                                                        • Describing parenthood with pictures
                                                                                          • Mealtimes at the heart of the family life
                                                                                            • Figure 45: Eating/dining images related to parenthood, September 2017
                                                                                          • The high cost of parenthood
                                                                                            • Figure 46: Image of money and its associations with parenthood, September 2017
                                                                                          • Parents as educators
                                                                                            • Figure 47: Image of piano practice and its associations with parenthood, September 2017
                                                                                          • Pets are just as important as any other child
                                                                                            • Figure 48: Image of pets and its associations with parenthood, September 2017
                                                                                            • Figure 49: MORE TH>N DOGGYSSENTI>LS K9 Routemaster bus tours, January 2017
                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                            • Abbreviations
                                                                                              • Consumer research methodology
                                                                                                • Qualitative methodology
                                                                                                  • Figure 50: Full set of images provided for parent’s image association exercise, September 2017
                                                                                                • Correspondence analysis methodology

                                                                                                Companies Covered

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                                                                                                Marketing to Parents - UK - November 2017

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