Marketing to Parents - Canada - September 2016
"As parents are more likely to be working full time than ever before, the approach to parenting necessitates a certain level of independence from their children. The result is a greater respect afforded to their children, evidenced by greater input from children on family activities. This comes with the side benefit of children actively influencing parents on trends and brands – something marketers would do well to cater to. Technology has undoubtedly impacted the way we interact with each other, though Canadian moms and dads do not necessarily see eye-to-eye on whether it helps or hinders family time."
-Carol Wong-Li, Senior Analyst, Lifestyles and Leisure
This report discusses the following key topics:
- Money matters are on the minds of parents
- Perceived participation in housework may not be fully aligned amongst parents
- Parents with young children struggle for balance
- Parents are concerned about their children’s online safety and security – even those with teens
Gender continues to be a factor in the household division of labour amongst those who live with their partners, with women being primarily responsible for tasks ‘inside’ the home. Having said this, it cannot be denied that the definition of masculinity today is changing; men are partaking in household chores and childcare more than ever before. This shift is creating an interesting dynamic in Canadian households where a clear discrepancy is seen between mothers and fathers: Canadian parents are not aligned in terms of perceived contribution and responsibility for household tasks. For example, where moms are more likely to see themselves as primarily responsible for chores such as meal/snack preparation and household cleaning, dads are much more likely to see the task as shared or that they are primarily responsible. The key here is that even if each side has an inflated perception of what they do (ie men think they cook and/or clean more than they actually do), marketers need to treat them based on their perceptions as this is, in essence, their reality.
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