Mothers of 2035 at the heart of tomorrow’s parenthood
Case study: Retail
Need
A major retailer wanted to understand today’s changing child care product markets, so as to anticipate the needs of tomorrow’s parents and guide innovation.
Approach
A sociological and forward-looking approach based on a survey of parents, an analysis of trends, the rising values of Generation Z and emerging needs circa 2035.
Impact
The results were used to prioritize strategic projects, launch new brands and fuel internal reflection via a series of employee conferences.
Shining a light on the future of parenting, in depth
Understanding today’s parents
A numerical survey of parents with children aged under 5, designed to gather extensive data on their day-to-day attitudes, their expectations regarding brands and their consumer choices when it comes to child care products.
Analysis of family trends
This analysis highlights the trends that are transforming parenthood: changing family roles, the quest for work-life balance, the rise of ecology and new educational models.
Deep-dive into the world of future parents
The study focuses on the values of Generation Z, who will become parents in the next ten years. Their relationship with consumption, technology and social responsibility heralds the evolution of parenthood and new expectations with regard to brands.
Defining tomorrow’s needs
Looking ahead to 2035, a mapping of parental priorities reveals contentious areas such as health, education, online habits and well-being, while placing a hierarchy on needs. It provides industry stakeholders with benchmarks to guide their strategic investments.
In 10 years’ time, Generation Z will become parents in a profoundly transformed world. This study deciphers what’s at stake and provides concrete insights for anticipating tomorrow’s mindsets.
Lise Brunet
Sociovision
Parenthood, a lever for innovation
The company was thus able to project itself in an enlightened way into parenthood ca. 2035. The findings of the study have nurtured strategic choices, stimulated the emergence of new products and services, and strengthened collective internal reflection, notably through inspiring conferences.
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