75% of German parents of children aged 18 and under agree that being a parent is an important part of one’s identity.
Despite this, many parents struggle with modern parenthood, as issues like increased societal pressure and technology overload are taking their toll. In fact, 54% say that parenthood is more difficult today than in the past.
Parents experience multiple stressors of family life, above all balancing work and family life and protecting their children online. Issues with media consumption among kids and teens are on the rise, and child safety in the online world is a priority. Consequently, brands that tackle parenting challenges in an increasingly digital world will resonate (eg by fostering open family talks about social media’s downsides).
German parents are giving Alphas a bigger say in family decisions, elevating their position in household decision-making. Brands are advised to consider Alphas a key target audience and understand their unique needs and preferences, for example with personalised clothes that meet their desire for personalisation, or hybrid experiences that blend the offline and online worlds, like LEGO®’s Play App.
This report looks at the following areas:
- The most stressful aspects of family life, including balancing work and family life, and protecting children online
- Activities done as a family, such as spending time outdoors and going to entertainment venues
- Family decision-making, ie who decides what, in terms of aspects like clothes that children wear and technology devices
- Parental attitudes & behaviours, including behaviours toward family finances, and attitudes towards parenting and social media
Gen Alpha has a bigger say in family decisions. Brands that embrace them as a key target audience and champion to appeal to both children’s and parents’ needs will be a step ahead.
Dr. Jennifer Hendricks, Principal Analyst – Consumer Lifestyles, Germany
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EXECUTIVE SUMMARY
- What you need to know
- Opportunities
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OPPORTUNITIES
- Tap into the joys and challenges of parenthood
- Embrace the full spectrum of emotions in family life to connect with parents
- Volvo celebrates all facets of parenthood
- Help busy parents make time for what matters most
- Prepare for Gen Alpha as an influential target group
- Get ready for Gen Alpha’s sense of personal authority
- Learn from Sephora and cater to Alphas with unique experiences
- Foodservice: tap into child-friendly dining concepts to attract Gen Alpha
- Help parents conquer the shifting landscape of digital-age parenting
- Make children’s safety in the online world a priority
- Deutsche Telekom: ShareWithCare
- Address children’s mental wellbeing by fostering open conversations about social media
- McCain’s ‘Teatime to Talk’ promotes quality conversations in families
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CONSUMER
- Family stresses
- Family life is perceived as stressful
- Graph 1: most stressful aspects of family life, 2025
- Family life often involves numerous stressors
- Picnic positions itself as reliable partner for a busy family life
- Many parents struggle with modern parenthood
- Graph 2: selected most stressful aspects of family life, by agreement that parenthood is more difficult today than in the past, 2025
- Reasons why parenthood is perceived as more difficult today
- Hybrid working can ease some family stress
- Help busy parents not to lose sight of couple time
- Empower families to safeguard their spending power
- Activities done as a family
- Diversified set of activities is reflective of busy leisure time
- Graph 3: activities typically done together with children, 2025
- The Great Outdoors are valued as a way to help kids escape digital distractions
- Encourage parents to involve their children in meal prep
- Products designed to involve children in meal preparation
- Appreciate families as a key target group for leisure
- Tabalori caters to the needs of both children and parents
- Family decision-making
- German parenting is characterised by participation
- Graph 4: decision-makers in the family on selected aspects, 2025
- Fashion: target Gen Alpha with personalised styles
- Blend the offline and online world to reflect Gen Alpha’s hybrid reality
- Do it like LEGO® and bridge online adventures with hands-on creativity
- Child safety is a priority with technology
- Graph 5: “When it comes to my children and their use of technology, I am most worried that…” (selection), by decision-making on technology devices the children own, 2025
- Parental attitudes and behaviours
- Financial education is a priority for parents
- Graph 6: behaviours towards family finances, 2025
- Financial literacy is key for future financial wellbeing…
- …opening up chances for making financial education a family affair
- Most children receive pocket money
- Graph 7: parents who regularly give their children pocket money, by age of youngest child, 2025
- Highlight the benefits of online banking from a young age
- Bling empowers kids to learn money skills from early on
- Financial products for children show growth potential
- Parents are looking for help to tackle issues with social media
- Graph 8: attitudes towards social media, 2025
- The demand for stricter protection measures is high…
- …while the debate about a social media ban for minors is underway
- Social media brands have made progress to protect children, but more has to be done
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MARKET DRIVERS
- Families and the cost of living
- Inflation has eased, yet consumers do not feel the relief
- Families are hit hard by high prices for essentials
- Graph 9: consumer price index of selected (child-specific) categories compared to all goods/services, 2021-24
- Bargain shopping is a necessity for many families
- Parents of younger children are significantly better-off…
- Graph 10: financial wellbeing, by parental status, 2025
- …and even have more optimistic expectations for their financial future
- Graph 11: expectations regarding a positive impact of the new German federal government on selected issues (NET), by parental status, 2025
- Societal changes
- Average age of first-time mothers and fathers has risen
- Graph 12: average age of parents at birth of first child, 2014-23
- Birth rates are declining in Germany
- Graph 13: total fertility rate, 2012-23
- Cohabiting families continue to grow
- Graph 14: families with dependent children, by family type, 2005-23
- Germany’s journey toward a more-child-conscious culture and the evolving role of children in society
- Children’s use of technology devices and digital media
- Device usage starts early on
- Graph 15: devices used by youngest child, by age of children (NET), 2025
- About two-thirds of parents of younger Alphas set screen-time limits
- Graph 16: time restrictions for using digital media, by children’s age, 2024
- Issues with media consumption among kids and teens are on the rise
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APPENDIX
- Abbreviations and generations
- Abbreviations
- Generations
- Methodology – consumer research
- Consumer research methodology
- A note on language
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