New families: Priorities and spending
A change in lifestages prompts a change in product and brand choice. But what does this looks like amongst the aspiring middle class?
In the often uneasy transition to parenthood, how do people navigate their new financial situation, their ever-changing leisure activities, and the products and brands that they need? This case study identifies how brands can create comfort in a world of uncertainty, in helping new parents make easy, quick decisions, leaving them to concentrate on the more complicated parts of being a new mum or dad.