Author: Mintel Group Ltd.
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Marketing to Parents - UK - October 2018
Overview
 
What you need to know 
The young’s enthusiasm for social media influencers is not shared by their parents, with just 7% considering social media personalities to be good role models for their children. While it may be tempting for brands to use partnerships with these figures in order to grow their appeal amongst younger audiences, a shift towards more broadly aspirational role models would prove less divisive by appealing to parents and children alike. 

Continued high levels of childhood obesity mean that being overweight is increasingly considered normal, leading to confusion amongst parents over what is and isn’t healthy at each developmental stage. Brands that help to inform, educate and facilitate the setting of good habits early are likely to gain trust – and effectively loyalty - from parents. 

Report definitions
For the purposes of this Report ‘parents’ are defined as adults aged 16+ who have children aged 0-18 living with them in their household.

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