Table of Contents
Executive Summary
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- The market
- Baby boom shows signs of ending…
- …but number of parents with dependents continues to rise
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- Figure 1: Number of mums and dads with dependent children in the household, UK, 2000-17
- Proportion of adults with dependent children in employment sees growth
- The consumer
- An emphasis on educational role models
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- Figure 2: Figures parents consider to be good role models for their children, July 2018
- Parents worry about influence of social media stars
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- Figure 3: Parents’ attitudes children’s self-image and role models, July 2018
- Helping parents navigate childhood health
- Sexual health tops list of difficult parent/child conversations
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- Figure 4: Areas of life parents find difficult discussing with their children, July 2018
- Mums remain key decision makers in the family home
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- Figure 5: Decision makers in the home, July 2018
- Parents conflicted when it comes to digital tracking
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- Figure 6: Proportion of parents tracking, or interested in tracking, their children with an app or technology device, July 2018
- What we think
Issues and Insights
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- Choosing good role models for children
- The facts
- The implications
- Helping parents navigate childhood obesity
- The facts
- The implications
Parents Today – What You Need to Know
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- Baby boom shows signs of ending…
- …but number of parents with dependents continues to rise
- Financial confidence dips amongst those with older children
- Proportion of adults with dependent children in employment sees growth
- Household obesity
- Children’s mental health continues to prove a cause for concern
A Demographic Overview
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- Baby boom shows signs of ending…
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- Figure 7: Trends in the number of live births, England and Wales, 2000-17
- Figure 8: Standardised^ mean age of mums and dads at birth of child, 2000-16
- …but number of parents with dependents continues to rise
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- Figure 9: Number of mums and dads with dependent children in the household, UK, 2000-17
- Figure 10: Families in the UK with dependent children, by family type, 2010-17
- Same sex parents
Lifestyle Factors
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- Financial confidence dips amongst those with older children
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- Figure 11: Current financial situation, by presence of children in household, August 2018
- Proportion of adults with dependent children in employment sees growth
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- Figure 12: Employment rates of men and women (aged 16 to 64) with and without dependent children, England, April to June 2000-17
- Childhood obesity levels remain high…
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- Figure 13: Overweight and obesity prevalence in the England by selected age breaks, 2006-16
- …as adult obesity continues to soar
- Children’s mental health continues to prove a cause for concern
The Consumer – What You Need to Know
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- An emphasis on educational role models
- Children grow up too quickly
- The double-edged sword of social media personalities
- Dads struggle more than mums
- Sexual health tops list of difficult parent/child conversations
- Mums remain key decision makers in the family home…
- …But brands must remember dads
- Helping parents navigate childhood and teen obesity
- Parents prove conflicted when it comes to digital tracking
Who Makes the Best Role Models for Children
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- The importance of educational role models
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- Figure 14: Figures parents consider to be good role models for their children, July 2018
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- Figure 15: Shell’s ‘The Bright Ideas Challenge’, 2018
- Aspiration and inspiration are key takeaways
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- Figure 16: Nike ‘Dream Crazy’ campaign, September 2018
- Mums more likely to look to the family for good role models…
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- Figure 17: Figures parents consider to be good role models for their children, mums vs dads, July 2018
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- Figure 18: IKEA’s ‘Wonderful Everyday’ campaign, July 2016
- …while dads emphasise a sense of adventure
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- Figure 19: North Face ‘She Moves Mountains’ campaign, April 2018
- The double-edged sword of social media personalities
Parents’ Attitudes towards Children’s Self-Image and Role Models
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- Children grow up too quickly…
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- Figure 20: Parents’ attitudes children growing up too quickly, July 2018
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- Figure 21: Love Island contestants, June 2018
- Promoting body confidence
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- Figure 22: Dove & Steven Universe short - Appearance Related Teasing and Bullying, April 2018
- Social media influencers crowd the advertising market
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- Figure 23: Parents’ attitudes towards social media influencers and role models, July 2018
- Helping parents navigate childhood health
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- Figure 24: Parents’ attitudes towards children’s weight and image insecurities, July 2018
Difficult Conversations
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- Parents prove unafraid of difficult conversations with their children…
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- Figure 25: Areas of life parents find difficult discussing with their children, July 2018
- …albeit dads struggle more than mums
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- Figure 26: Areas of life parents find difficult discussing with their children, by sex of parent, July 2018
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- Figure 27: Colman’s ‘Meals that say it all’ campaign, July 2014
- Sexual health tops list of difficult parent/child conversations
- The Next Genderation
Decision Makers
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- Democratic family life
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- Figure 28: Decision makers in the home, July 2018
- Mums remain key decision makers in the family home
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- Figure 29: Decision makers in the home, mums vs dads, July 2018
- The heavy burden of being the main decision maker
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- Figure 30: Fiat ‘The Motherhood’ campaign, December 2012
- Brands must remember dads
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- Figure 31: Kellogg’s Coco Pops ‘Approved by Mums’ and ‘Approved by Parents’ packaging claims, September 2018
Tracking Children
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- Tracking kids at school
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- Figure 32: Proportion of parents tracking, or interested in tracking, their children with an app or technology device, July 2018
- The boom in wearable tech health tracking
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- Figure 33: Fitbit Ace Family account app, September 2018
- Parents conflicted when it comes to digital tracking
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Qualitative research methodology
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- Figure 34: BBC headline about children growing up too quickly, March 2013
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