Connect with America’s Diverse Parents

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:

1. 1. Speak to the stresses and challenges many parents face
   2. Position your brand as a tool to help parents move their kids closer to their goals
   3. Help parents educate their kids around core culture and identity issues

Several key findings and next steps from this presentation include:

1. 1. 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.
   2. 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.
   3. 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.
   4. 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.
   5. 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.