Connect with America’s Diverse Parents
April 28, 2022
Bryan Miller – Director, Syndicated and Solutions
There are currently more than 62 million American parents living with children under 18. These individuals constitute an outsized opportunity for brands as they’re making spending decisions for both themselves and their kids. To fully capture parental attention, organizations must understand and address these individuals as parents. But as America continues to diversify, it’s becoming harder to know how to authentically connect with parents of different cultural backgrounds.
Read on and fill out the form for an excerpt from our Parents and Kids : Connect with America’s Diverse Parents presentation.
Collage Group’s Parents & Kids Program offers organizations the insights they need to fully understand parents and how they differ across race, ethnicity, and generation on important issues and topics, at both the consumer and category level. The program also provides primary research on young kids to ensure organizations appreciate the full picture of the current American family. The program’s inaugural webinar series consists of 5 presentations, listed below.
The first presentation is attached here as both a downloadable pdf document and a webinar replay. It offers brands three recommendations to better connect with parents, as well as a warehouse of insights to help brands activate on the recommendations. The recommendations are:
- Speak to the stresses and challenges many parents face
- Position your brand as a tool to help parents move their kids closer to their goals
- Help parents educate their kids around core culture and identity issues
Several key findings and next steps from this presentation include:
- Younger parents, especially Gen Z, are less likely to think that having kids should completely change their lives. Embrace younger parents’ desire to have it all by acknowledging this sentiment and how it shapes their reality.
- Multicultural parents place a higher emphasis on their children achieving financial success. Position the desire for their kids’ financial success within the context of persevering through challenges, children realizing the fruits of their parents’ labors, and having the means to take care of loved ones.
- Moms are more likely than dads to teach or plan to teach their kids about other identities, including other races, other cultural groups, LGBTQ+ identities, and differently abled people. Prioritize communicating with moms when offering tools to parents that want to teach their kids about these identities.
- Around two-thirds of Hispanic and Asian American parents are raising their kids to be bicultural—i.e., actively and fully embracing both being American and of another culture. Consider light-lift social media activations around culturally-specific holidays to drive resonance within the segment, and educate those outside of it.
- Almost half of all parents—and 3 in 5 black parents—believe that girls will have a harder time achieving success because of their gender. Acknowledge the gender-related challenges many moms have faced in their own lives, while clarify the steps you’re currently taking to reduce sexism.
Contact us at the form below to learn more about how you can gain access to these diverse consumer insights and much more in our Cultural Intelligence Platform.
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Director, Syndicated and Solutions
As Director of Content, Bryan leads the content team that produces all of Collage Group’s syndicated research and oversees the AdRate and BrandRate ratings products. Bryan holds a Master of Arts from Georgia State University’s Philosophy and Brains & Behavior Program, a Master of Science in Applied Economics from the University of North Dakota, and a Doctor of Philosophy from Johns Hopkins University in the Philosophy of Science, the Philosophy of Psychology and Bioethics. Outside of work, Bryan is a passionate film buff and lover of great food.