Capture Parents (and their Kids) to Drive Brand Love for Decades

As America grows more diverse, the landscape of parenting is shifting. Culture, diversity, and identity are becoming a greater focus among parents who want to instill their children with pride in their uniqueness and acceptance of others. But despite the societal progress toward awareness and openness, parenting in today’s polarized world can be contentious.

Parents are navigating how to prepare their children to face adversity head-on, and brands must stay abreast of the changing tide to increase trust and relevance, discover actionable marketing strategies across key industries, and build brand loyalty. You have a fantastic opportunity to lighten parents’ load by providing tools for teaching their kids about culture!

By easing parents’ challenges by helping them educate their children on intersectional identity, heritage, and social issues, you will fuel growth with the financial decision-makers for Gen Alpha (and young Gen Z) for years to come.

This blog and download include a small sample of the deep cultural intelligence available to our members. Contact us to learn how you can unlock access to our cultural intelligence engine.

The Big Picture:

• Americans are parenting in a pressure cooker. Parents today face longstanding challenges of parenting, coupled with turbulent current events and intense social comparison to get everything “right”.
• Parents prepare their kids for the world by starting young on diversity and identity education. Living in a diverse yet polarized society, Parents bolster their kids’ cultural awareness in their youth as a means to set them up for success in life.

Key Insight #1: Culture

Parents want their kids to be proud of their own cultural heritage and to have broader cultural awareness with an understanding of other practices, too, like holidays and foods from cultures other than their own.

Do This:

• Amplify cultural teachings whenever you can—whether it be through products (e.g., toys, food flavors) or creative (e.g., ads, socials) to resonate within and across segments.

Key Insight #2: Race

Racism is the most common topic that parents today teach to their kids. They want to instill racial acceptance and awareness in their kids by age 10 or younger.

Do This:

• Don’t be afraid to address racism when activating parents of elementary-aged children. Offer teaching resources and conversation starters appropriate for children of different age ranges.

Interested in more? Contact us for additional studies on how to connect with today’s consumers, and to learn how to make your brand a winner with high-growth segments.