Brands need to improve communication with parents

Ketchum’s study has shown that there is a significant disconnection between brands and parents

We live in a time when parenting is more difficult than ever. Mothers and parents, members of the millennial generation, function much differently than their parents did.


According to Forbes, millennial moms spend more than 8 hours a day online, mostly seeking useful parenting tips. Nearly half of them trust recommendations they read on social networks and are happy to share their own opinions and recommendations.  74%  of millennial moms claim they are sought out more often than other friends as advisors, which only proves how influential they really are.


Ketchum, one of the world’s leading public relations agencies, has recently conducted a study The Journey to “More than Me”, which was based on brands and their way of communicating with future parents and new parents. The study surveyed approximately 400 first-time parents in the United States with children under the age of 2.


The study has shown that there is a significant disconnection between brands and parents. Also. the responses showed that all parents experience the same excitement, fears, overwhelming feelings, and need for support. The thing that should be worrying for brands is the fact that only one third of parents considered that the advice they received from the brands were useful, the other third thought the tips were useless and boring and that they felt brands were patronizing them. The rest of the respondents said they received no advice from brands at all.


The study identified seven key moments which can help brands build a deeper and more authentic relationship with new parents by tailoring communication along the journey to parenthood.


Perfect nursery

Designing and furnishing the baby’s room is a joyful activity for many parents. In the early stages of the journey towards parenthood, brands need to ensure they make a strong first impression.

This is normal, right?

While 74% of parents said that research helped reduce their stress related to parenting, and about the same proportion acknowledged there were still a lot of things to learn. When parents feel stressed, brands have the opportunity to be an easy and helpful resource.

Shop your worries away

Only 22% of new parents reported using all the baby products they bought or received. It is important that brands develop more emotional connections to make new parents powerful advocates to avoid being a returned item.

Lean on me

The greatest emotional support and influencers for new parents are their partners and parents. Brands are lagging in providing advice and guidance and must find ways to be part of this extended support system.

Identity theft

About seven out of ten new parents believe that their lives became all about their children. Many struggle with loss of freedom while trying to establish their new identity and brands must be aware of these sensitive situations. While parenting provides a sense of fulfillment, parents do not want that to entirely define who they are.

Embrace realism

One third of respondents (34%) said that the first three months at home with their new child was the most difficult period as a first-time parent. At this point, brands must adjust their tone of communication and ensure they embrace the realness and struggles of this new stage with an authentic voice.

Parenting with purpose

First time parents have much higher expectations of brands as it relates to purpose. More than half (54%) say they have been more supportive of brands who do good for charity and 49% have donated more to causes that support families and children in need.