Attitudes towards caregiving are changing. A new era of parenting is emerging.
The Bump, a digital pregnancy and parenting resource, teamed up with WGSN Mindset to create The Future of Parenting report and debunk the myth of ‘doing it perfectly’. The report examines the evolving caregiving landscape in the US and highlights how new parents are forging unique family paths rooted in identity, authenticity and sustainability.
In this blog, we present a sneak peek of one of the four critical macro themes shaping a new wave of parenting styles and ideologies, accompanied by thoughts from Jen Hayes Lee, Head of Marketing and Content at The Bump.
Would our grandparents recognise today’s parenting styles? Possibly not. And that’s not necessarily a bad thing. Thanks to the modern and diverse family structures being established today, attitudes towards parenting are changing significantly.
The pandemic accelerated many of these changes, with progressive shifts across gender roles, family wellness and diverse family support networks powering a new era of parenting.
In this collaborative report, we look at the future of caregiving, and how new and expectant parents are creating their own journeys and family ideals while keeping personal values of identity, authenticity and sustainability top of mind. We discuss the four emergent parenting shifts everyone should know about, and delve deeper into each to unpack the changes that are shaping new attitudes and behaviour, both now and for the future.
Transitioning from not having kids to becoming a parent introduces a range of unexpected challenges and decisions that can feel overwhelming. Jen explains: “At The Bump, we’ve committed to be the most inclusive and supportive resource for parents and that’s why we’ve taken our expertise and married it with WGSN’s cultural and consumer insights to inform the conversations we’re having at the dinner table and the choices we’re making for our growing families.”
Empowered parenting
One of the macro themes covered in the report is "Empowered parenting". This section covers how today’s parents are rejecting unrealistic standards and taking a new, empowered approach to this life-changing experience by prioritising authenticity, humour and personal wellbeing. Perfection is out; being real is in.
“So much energy and attention goes into caring for this new little person you’ve brought into the world. The Bump wants to ensure parents are still centred during this important transition. We encourage our members to ask themselves, ‘How do I bring who I am into the parenthood journey?’ Taking time for yourself, banishing the idea of being perfect and enjoying the experience will make it feel less like a sacrifice and help the entire household thrive,” adds Jen.
Whether you’re a parent-to-be or a brand or designer interested in capturing this demographic, read The Future of Parenting report and discover the other three parenting styles.
About The Bump
The Bump provides parents with the lowdown on fertility, pregnancy, birth and babies with stage-by-stage content and expert advice. The resource aims to empower parents and parents-to-be by delivering real-life guidance, a multiplatform digital experience with time-saving tools, and an inclusive community to support all families as they navigate the early years of parenthood.