Marketing to Parents - Canada - September 2016


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Mintel

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As parents are more likely to be working full time than ever before, the approach to parenting necessitates a certain level of independence from their children. The result is a greater respect afforded to their children, evidenced by greater input from children on family activities. This comes with the side benefit of children actively influencing parents on trends and brands – something marketers would do well to cater to.

Technology has undoubtedly impacted the way we interact with each other, though Canadian moms and dads do not necessarily see eye-to-eye on whether it helps or hinders family time.

Table of Contents

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
The issues
Money matters are on the minds of parents
Figure 1: Goals in the next five years, July 2016
Perceived participation in housework may not be fully aligned amongst parents
Figure 2: Household division of labour, by gender, July 2016
Parents with young children struggle for balance
Figure 3: Attitudes towards prioritizing career, personal life and parenting, July 2016
Parents are concerned about their children’s online safety and security – even those with teens
Figure 4: Monitoring use of technology, by age of children at home, July 2016
Opportunities
Children have a voice in family entertainment decisions
Figure 5: Influence of children, by age of children in household, July 2016
Brands needs to do more to establish a personal connection with dads
Figure 6: Attitudes towards the influence of children on trends and brands (any agree), by gender, July 2016
Family time will never go out of style
What it means

THE MARKET – WHAT YOU NEED TO KNOW
Increasing variations in what makes a family ranges
More parents are working full time
Debt and the current economic conditions weigh on parents’ minds

MARKET FACTORS
The family structure is changing
Fewer couples are having children
Single-parent households are on the rise
Blended families represent 13% of couples with children
Figure 7: Distribution and percentage change of census families, by family structure, 2001-11
Marketing efforts need to keep up with the times
Proportion of parents working full time is on the rise
Two-parent households see growth of both parents working full time
Fewer stay-at-home parents seen today – though a growing proportion are dads
Single parent households also more likely to be working full time
Opportunities to connect with parents – at least for a moment
Parents today are carrying more debt
Economic factors
Debt and parents
Retailers will be dealing with a more price-conscious consumer

KEY TRENDS – WHAT YOU NEED TO KNOW
Media portrayals reflect changing family structures
Parents today are stretched
Companies are encouraging children to step up, literally

WHAT’S WORKING?
Family portrayals are more inclusive
From reflecting ethnic diversity…
… to reflecting dad’s role in the home
Figure 8: Infinity QX60 – Pool Party, April 2016
Figure 9: Mark’s Father’s Day, June 2016
Simultaneously appealing to the interests of kids and adults

WHAT’S STRUGGLING?
Moms and dads want flexibility in the workplace
Figure 10: Agreement with ‘it is important for parents to have a flexible job’, by gender, July 2016
How protective is too protective?

WHAT’S NEXT?
Helping children find balance between technology and play
Figure 11: Agreement with ‘parents should set limits on their children’s screen time, by gender and age of children in household, July 2016
Screen time means less play time – ParticiPACTION
Figure 12: Make room for play, December 2015
Fitness trackers in Happy Meals – McDonalds
Catering to the busy-ness of being a modern parent

THE CONSUMER – WHAT YOU NEED TO KNOW
Parents strive to save money and quality time with the family
Moms continue to be responsible for the majority of the housework
Canadian parents put their children before themselves
Children have a voice, though parents are worried about spoiling them
Canadian parents are tuned in to brands and trends their children like
Parents are divided on how technology impacts family time
Moms and dads are actively monitoring children’s use of technology

GOALS AND PRIORITIES
Parents strive for financial goals and family time
Figure 13: Goals in the next five years, July 2016
Financial goals targeted regardless of life stage
Moms tend to be more family-centric
Time spent with family can work as a de-stressor for parents
Modern family traditions can be easily incorporated
Dads with teens are interested in getting a new vehicle
Figure 14: First Date – Hyundai Super Bowl Commercial, The Hyundai Genesis, February 2016

HOUSEHOLD DIVISION OF LABOUR
Household duties fall along traditional gender lines
Figure 15: Household division of labour, July 2016
Opportunity for financial companies to cater to women
Inside vs outside housework – In their words
To be fair, men are contributing
Figure 16: Edge Cereal – Boxcar, August 2016
Figure 17: Household division of labour, by dads, July 2016
He said, she said
Figure 18: Household division of labour, by gender, July 2016
Acknowledgement in both directions will go a long way
Crediting moms for their time and energy put in the home
Figure 19: Quaker “Stay True”, August 2016
Figure 20: P&G TV Commercial, “Thank you, Mom”, April 2016
Depicting men as capable
Figure 21: Strong is Beautiful, Pantene Dad-Do, February 2016

ORDER OF PRIORITIZATION: CHILDREN VS CAREER VS SELF
The children come first
Figure 22: Attitudes towards prioritizing career, personal life and parenting, July 2016
Younger parents more likely to feel stretched
Figure 23: PC Organics Babylicious, April 2016
Moms with young children could use some pampering
Figure 24: Moms’ attitude towards prioritizing career, personal life and parenting, by age of children in household, July 2016

APPROACH TO PARENTING
The dialogue goes both ways
Figure 25: Attitudes towards parenting, July 2016
Making brands child-friendly is an opportunity
Children’s age is a factor
Urban parents need practical solutions
Figure 26: Attitudes towards benefits of daycare, by area of residence, July 2016

CHILDREN’S INFLUENCE ON HOUSEHOLD DECISIONS
Children hold sway on family entertainment choices
Figure 27: Influence of children, July 2016
Greater influence among those with older children – particularly Moms
Figure 28: Influence of children, by age of children in household, July 2016
Moms are more likely to be swayed
Figure 29: Influence of children aged 12-17, by gender, July 2016

CHILDREN’S INFLUENCE ON TRENDS AND BRANDS
Children keep parents aware of trends and brands
Figure 30: Attitudes towards the influence of children on trends and brands (any agree), by age of children in household, July 2016
Moms with teens are paying attention to the trends
Figure 31: Loft TV Commercial, “First Day”, September 2015
Dads with teens are tuned in to brands
Figure 32: Agreement with “my children often ask for things by brand name” (any agree), by gender and age of children in household, July 2016

TECHNOLOGY AND FAMILY TIME
Parents are divided in how technology impacts togetherness
Figure 33: Attitudes towards technology and the family, July 2016
Fathers see bonding potential, mothers see divisiveness
Parents will respond to increasing interaction – online and off
Shared experiences via separate devices is possible
Bonding without devices continues to be desired

MONITORING CHILDREN’S USE OF TECHNOLOGY
Concerns about online safety lead to personal monitoring
Figure 34: Monitoring use of technology, July 2016
More monitoring with under-12s, more worries with teens
Parents of children under-12 are setting limits on technology usage
Figure 35: Monitoring use of technology, by age of children at home, July 2016
Parents of teens could use some help – particularly moms
Figure 36: Monitoring use of technology, by age of children at home, July 2016

CANADIAN VS AMERICAN PARENTS
American dads show greater personal connection to brands kids ask for than Canadian dads
Figure 37: Attitudes towards the influence of children on trends and brands (any agree), Canadian parents vs American parents, July 2016
Connecting with Canadian dads
Make it easy for dads to see why children ask for a brand
Appeal to dad’s kid side
Be a resource for Canadian dads

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations

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