Drive Brand Relevance with Parents Consumer Focus

Discover Parents’ unique perspectives and motivations through their evolving demographics, complex identities, and actionable Group Traits.

Parents make up a large swath of the population and are critical drivers of culture, values—and consumer behaviors—from one generation to the next. Parents’ buying decisions affect the whole family and plant the seed of brand loyalty in their children at an early age. Parents have unique perspectives and needs from other Americans that brands must understand in order to remain relevant.

This powerful study explores key areas of our consumer fundamentals research: demographics and context on today’s parents and Group Traits to help your brand authentically connect with Parents.

What surprised us: 

Parents have a much stronger personal connection to America than Non-Parents do. This trend is typically higher among conservative Americans than liberals overall. Yet among Parents, the sentiment holds strong across political background.

Why it matters:

This finding indicates that parenthood elicits a sense of rootedness, even among the liberal cohort which typically exhibits less ‘pride’ for America. This is likely driven by Parents’ Culture-Keepers Group Trait which captures Parents’ desire to preserve the values, traditions, and culture they hold dear—including American culture.

The Big Picture:

Through challenges and joys, Parents double down on intention and cultivate contentment

1. Parenting intensifies values. From culture, to family traditions, to their own gut instincts, parenting brings priorities into sharp focus. Their depth of conviction reframes the way they see all areas of life.
2. The trials of parenting instill realistic contentment. Parenthood unlocks an unparalleled sense of confidence needed to get through the hard days. Parents’ pragmatism and trust propels them forward.

Download an excerpt from our latest report to explore the insights defining these consumers in 2025 and beyond.