Parents & Kids: Category Essentials
Part of understanding parents and kids is appreciating how decisions are made in specific categories. Explore usage, drivers, and channels for specific categories that are top of mind for parents and kids, as well as additional insights brands need to fully understand parents and how they differ across diverse segments.
Collage Group’s Parents and Kids Category research explores dynamics of parents and kids by ethnicity within key categories: food, beverage and QSR, personal care and beauty, infant care, media, toys and games, and travel.
Read on and fill out the form for an excerpt from our Activate Parents & Kids Categories presentation.
Part of understanding parents and kids is appreciating how and who makes decisions in specific categories. It’s also crucial to understand how parenting styles vary based on key characteristics such as race, ethnicity, generation, and gender. In this presentation, we explore usage, drivers, and channels for specific categories that are top of mind for parents and kids, including:
- Food, beverage and QSR
- Personal care and beauty
- Infant care
- Media
- Toys and games
- Travel
Key Finding #1: Consider the multiple factors impacting parenting style and values
Parents today are overwhelmed with information and influence – from competing information sources, to competing parenting styles, it can be hard to make decisions in any category.
Many Factors Impact Parenting Style and Values, but Generation and Race and Ethnicity Have an Oversized Impact
- Race and Ethnicity transmit and proxy for religious and country of origin elements that impact parenting style and values
- Generation transmits the powerful social norms the parent grew up in
Action Step:
Understand the specific factors that drive purchases in your category, as well as how they differ by ethnic segment.
Key Finding #2: Mealtime is an opportunity for familial and cultural connection
Mealtime is an important connection point for families, especially for multicultural parents who seek to introduce their culture to their children through native cuisine.
Action Step:
Message not just around the importance of mealtime, but around the cultural connection it enables. Also consider providing parents with accessible ways to introduce native foods to their children.
Key Finding #3: Today’s parents give let kids share in family decision making
From mealtime and personal care to travel, parents today are involving their kids in decision making processes, big and small.
Action Step:
Recognize that there are two key decision makers when messaging to the families of today, and make sure you are communicating benefits that appeal to both parents and kids.
Contact us to learn how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Engine.