NEW PARENTING: Rethinking of Attitudes and Beliefs

It is hard to predict with any certainty the kind of people today’s children will grow to be in the future. However, we can consider the influence of modern practices and parenting ideas on their development. We can also think about the ways that brands seeking to appeal to this audience can connect with the “new parents”. 

KEY TAKEAWAYS 

• Today we are witnessing a generation with a new view of parenting who, driven by changes taking place in society, are rethinking existing attitudes. While this may be progressive, the blurring of ideas about the “right” and “wrong” aspects of child-rearing significantly increases the parenting burden and, with it, levels of anxiety among modern parents.  

• Parenting is no longer a synonym for matrimony; it is becoming a more conscious step. Parents are balancing between a search for personal space, an attempt to keep up with the trends of child-rearing and treating child development as a project.   

• Isolation caused by the coronavirus pandemic required parents to engage more in the educational process. This has raised questions about the role and responsibility of parents vs. institutions and caused a pushback from overloaded parents who are distancing themselves.  

• Brands can help to reduce parents’ anxiety by focusing on the valuable things available “here and now”. Reassure them that mistakes are natural and focus on their primary objective of loving their child. 

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