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Marketing to New Parents

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Brand New Parents: The Journey to More Than Me

Did you know that only one-third of new parents find advice from brands helpful?

To help brands better support new parents during this milestone event, Ketchum has developed a new specialty to help brands better communicate with and engage first-time parents along key moments of their journey to parenthood.

Our “Brand New Parents: The Journey to More Than Me” study surveyed approximately 400 first-time U.S. parents with a child under the age of two, and found a significant disconnect between brands and this generation of first-time parents.

Key findings include:

  • 37 percent said advice from brands was unhelpful, overwhelming or condescending
  • Only 22 percent said they had used all of the baby products they bought or were given
  • While they feel a sense of fulfillment from being a parent, they don’t want that to entirely define who they are
  • 73 percent acknowledged there was an overwhelming amount of things to learn

Our new specialty aims to help brands build a deeper and more authentic relationship with new parents by tailoring communications to key moments along the journey to parenthood. We plan to expand on this initial research by digging deeper into new generations of first-time parents and examining how the journey drastically changes for second-time parents.

Contact Sara Garibaldi, Brand SVP and Lead, Marketing to Brand New Parents (and soon to be mother of two!), with any questions!