Meet the Knowledge Keepers: The Parents Who Lead with Research & Trust
As LPR President Josslynne Welch mentioned in her last blog post, LPR uncovered three distinct parenting archetypes in our recent research study, each shaping how families make decisions about products, media, and experiences. Today, we’re introducing the first of these key groups: The Knowledge Keepers, which were 33% of our respondents.
Who Are the Knowledge Keepers?
Knowledge Keepers are well-informed, proactive researchers who are always on the lookout for new advice, products, and options for their children. They take their role as decision-makers seriously, diving deep into research, brand credibility, and expert opinions before making choices for their families. Their influence on the parenting space is undeniable, shaping conversations and guiding other parents toward trusted resources.
What Defines a Knowledge Keeper?
These parents aren’t just informed—they are intentional about their decisions. Here are some defining attitudes and behaviors:
- Brand Loyalty Runs Deep: Once they trust a brand, they stick with it. Knowledge Keepers are the most brand-loyal of all parent archetypes, making them valuable long-term customers for brands that earn their trust
- Advocates for Unstructured Play: They strongly believe in the benefits of open-ended, imaginative play, prioritizing toys and activities that encourage creativity over screen time or structured learning tools
- Media Skeptics & Fact-Checkers: Knowledge Keepers approach media with a discerning eye, taking the time to fact-check sources and verify information before accepting it as truth
- Highly Aware of Manufactured Content: Whether it’s sponsored content, influencer recommendations, or parenting “hacks,” these parents feel confident in their ability to recognize and filter out biased or misleading information
- Vocal About Their Choices: When they find a product, service, or experience they love (or dislike), they share their opinions – both on and off-line. Their word-of-mouth influence makes them key players in shaping brand perception
Why Knowledge Keepers Matter for Marketers
For brands in the kids and family space, Knowledge Keepers represent a highly engaged and discerning audience. They aren’t easily swayed by flashy marketing but will become steadfast brand advocates if they trust your product and messaging. Earning their loyalty requires transparency, educational and informative content, and an emphasis on authenticity.
How to Connect with Knowledge Keepers
Ultimately, Knowledge Keepers are going to do their own research on your brand and products, but you can incorporate different strategies that make you a resource for them, effectively building credibility and enticing them to explore your brand, such as:
- Provide new ideas: From your product’s contribution/role in a child’s development to finding new ways to play and continue engaging the child, providing new ideas will show value to Knowledge Keepers and deliver more reasons to believe
- Share proven testimonials: Knowledge Keepers prioritize researching customer reviews and product ratings prior to purchase. While brands cannot fully control their product reviews, they can showcase how kids play, parent testimonials, and expert reviews on brand-owned channels
- Offer solid research: Whether boasting developmental claims, conducting studies or focus groups, or engaging vetted experts, capture Knowledge Keepers’ attention by sharing the research behind product development and the developmental benefits for their child
What’s Next?
Stay tuned as we dive into the next parenting archetype, and share our upcoming e-workbook to help brands connect across audiences. Follow us on LinkedIn so you don’t miss an update!