Unlocking the Modern Family Mindset: Exclusive Research & Actionable Insights
by Josslynne Welch
At LPR, we’ve long known that parents don’t fit into a one-size-fits-all model. That’s why we embarked on a deep-dive attitudinal research study to better understand how today’s parents approach decision-making, what influences their choices, and how brands can truly connect with them. The study was sent to parents of children between the ages of 3 and 15 years old, and what we found is both enlightening and highly actionable for marketers in the kids and family space.
Meet the Three Parent Archetypes
Our research uncovered three distinct types of parents, each with their own attitudes, behaviors, and motivations when it comes to raising their children. These insights go beyond demographics, offering a more nuanced understanding of how parents engage with products, media, and brands. Whether you’re developing a marketing strategy, launching a new product, or fine-tuning messaging, these findings will help you craft more meaningful connections with your audience.
It’s worth noting that while their responses defined the archetype groups, there were no significant differences in demographics between the segments – age, gender, marital status, household income, employment status, education level, or the number or age of their children.
How We’re Bringing These Insights to Life
I first introduced our research with the help of Women in Toys, Licensing & Entertainment via a WiT webinar. I was joined by Susan Baier, the Founder & CEO of Audience Audit, who conducted the study on our behalf. And while we initially planned to put out a white paper, based on the fabulous questions from our engaged webinar audience, we realized that wasn’t quite as helpful as we initially thought. Instead, to ensure our findings are both accessible and actionable, my team will be rolling out a series of content designed to equip brands with the knowledge they need to engage modern parents effectively. Here’s what to expect:
1. Insight-Packed E-Workbooks
A series of e-workbooks will take a deep dive into different facets of the research, offering the data with key insights and best practices. Starting with a breakdown of the three parent archetypes, we’ll explore their attitudes, values, and decision-making processes, and how brands can connect with all three in meaningful ways. Then we’ll move on to tackle an overarching look at the state of parenting, and marketing to parents to make impactful connections. And much more!
2. A Blog Series Exploring the Findings
To complement the e-workbooks, we’ll be publishing a series of blog posts that will explore key insights, trends, and strategies for reaching these distinct parent groups. From how each parent type navigates purchase decisions to the roles of social media, peer influencers, and brand trust, we’ll zero in on emerging trends and parenting behaviors brands need to know.
Why This Matters for Marketers
Understanding the emotions, attitudes, and psychology behind parenting decisions is key to building authentic connections. With these resources, brands will be able to move beyond surface-level messaging and truly engage parents in ways that are meaningful, relevant, and impactful.
Stay tuned as we roll out these insights – I’m so proud of the team and what they’ve put together!
Give us a follow on LinkedIn so you don’t miss an update, and can join the conversation. If you’re eager to get early access or want to discuss how this research applies to your brand, reach out—I’d love to chat!