Research Outline

Parental Behavior Trends


Obtain case studies that describe new parenting behaviors for 2020 and beyond. The information will be used to create content for a marketing campaign that targets millennial parents.

Early Findings

Parental Behavior Trends

Children's Subscription Boxes

  • As the subscription box trend continue to penetrate the direct-to-consumer (DTC) sectors, the subscription box service for children is understandably riding into this trend as well.
  • Based on a Gartner report, 75% of DTC companies will provide some form of subscription-based offering by 2023.
  • As for the children's subscription boxes, these special kits can contain a variety of items for kids such as toys, apparel, science stuff, and others.
  • For busy parents who spend a lot of time in their offices, these subscription box offerings can be a time-saver. These boxes can contain pre-selected products that can be sent to their children on a regular basis.
  • Based on Google Trends, the kids' subscription boxes phrase is one of the top searched item that is increasingly trending.

Internet as a Significant Source of Support

  • Previous generations of parents relied mostly on their parents, grandparents, neighbors, babysitters, friends, and other important people in their lives.
  • Currently, they have been replaced by Google and the internet in general.
  • More parents are now referring more to online sources throughout their pregnancy journeys.
  • As more millennial parents settle in places that are far from their relatives, they have come to rely more on "virtual support."
  • Based on a survey from BabyCenter, around 41% of first-time mothers consult mom blogs more frequently.
  • The upside of this is that these new parents are now more knowledgeable on how to raise their kids than ever before.
  • However, this can result in information overload as there are so many resources available online.