Parents are three times as likely to want help keeping their house clean as they are the want help supervising their children; they’re twice as likely to want help with the laundry as they are with driving their children around. Parents lead hectic lives, but it’s not always directly connected to their kids. They enjoy spending time with their kids, meaning brands that can help cross the other stuff off of their task lists – like cooking and cleaning – will be providing the most valuable support.
This is a challenging target audience, though. Parents’ lives evolve quickly as their kids get older, making it difficult for brands to establish lasting loyalty. Meanwhile, market trends – like a declining fertility rate, people waiting longer to start a family and adult children staying at home longer than in the past – are making for an even more dynamic consumer group with disparate needs. It’s imperative for brands to have a clear target and a defined strategy to connect with those parents rather than overgeneralizing parents or underestimating how quickly their day-to-day lives change.
Being a parent isn’t just a consumer group, it’s an identity. Canadian families are evolving, but parents will always appreciate brands that help make life easier.
Scott Stewart, Associate Director, Lifestyles & Retail
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