Market intelligence resource Parents Insights has launched its latest set of in-depth reports providing a comprehensive insight into the attitudes, behaviours and consumption of parents; from those expecting through to those parenting babies, infants and pre-schoolers up to age 4 years old.

The reports are predominantly based on the results of surveying 2,500 parents between 1 August and 30 October 2019. However, they also utilise data collected since February 2018.

Findings show as many as 42% of Gen Z parents consider gender equality the most pressing value to them.

In the children’s space, the push for inclusivity is being driven by Gen Z and Millennial parents – and brands are listening to their demands. Nike and Sport England are both running campaigns on the empowerment of girls, encouraging confidence, creativity and positivity.

Likewise, the toy sector is showing growth in gender diverse toys, with BMC introducing plastic army women; Hasbro releasing ‘Ms Monopoly’; and, in a move for both inclusivity and gender equality, Mattel has a line of gender-neutral dolls.

Data shows parents placing the most value on gender equality are more likely to be influenced through social media (51%). This indicates that their exposure to gender-balanced ads is influencing their family morals.

Commenting is Parents Insights’ COO, Jenny Kieras. “Our latest data emphasizes the speed of change which is occurring. This generation of parents is like no other when it comes to their behaviour, consumption and what influences them.

“Brands have an opportunity to reach this audience through social media by content that doesn’t discriminate between gender, but uplifts and empowers everyone.”

Parents Insights reports are based on the data collected via its statistically significant survey.

Once these findings are in the context of broader trends, a team of expert researchers analyse the findings. The results then provide actionable insights for brands and organisations looking to market to, and engage with, kids and families.

Parents Insights’ methodology enables it to track the entire inter-connected parents’ ecosystem; examining areas such as how parents spend their time, what they enjoy doing and what they are currently consuming.

For more information on Parents Insights click here.