Parents are becoming more skeptical of brands, study finds

Most parents believe brands care more about collecting their data than giving them a good experience with the brand, according to a new study from McCann Worldgroup. That finding is part of McCann’s “Truth About Modern Families” survey conducted among more than 55,000 people in 28 markets, including group discussions in the U.S., U.K., France and China. The study is considered a follow-up to one conducted eight years ago that centered solely on mothers. Unlike that study, the current iteration included families without children, recognizing the so-called child-free-by-choice movement. Ad Age Media Summit Hear from industry leaders during October event in NYC Register here “That's a community that we spoke to in the research as well, and what we’re finding is that there really isn't a lot of [brand] messaging that is speaking to them,” said Nadia Tuma-Weldon, McCann’s executive VP and head of thought leadership. “What we're finding, just in even third party data, is that by 2030, they will be the highest spending households, couples without children.” The study shows growing skepticism from parents about brands in general. Eighty-one percent of parents surveyed said brands care more about their data than their experience; and 66% of parents say when it comes to making good parenting decisions, there is too much conflicting information out there. That marks an increase from 53% in 2015. Also: Babybel and Candy Land team up to reach millennial parents The five brands rated in the study as the most helpful to parents—Pampers, Johnson & Johnson (the study specified Kenvue, which was spun-off as a consumer health company earlier this year), Lego, Nestlé and Huggies—seemed to have a commonality in that they are perceived as helpful and humble. Tuma-Weldon said that parents don’t want to feel like a brand’s messaging is making them second-guess their own instincts. “At the end of the day, a parent is going to know instinctively what they need to do, and we found that it doesn't sit well when a brand is telling them, ‘This is what you should be doing with your child’ or ‘This is how you should be feeling,’” said Tuma-Weldon. Recent news: Back-to-school marketing in 2023 In addition to being helpful and humble, being a good-humored brand also was appreciated by all families, according to the study. Ad Age Salary Guide The hottest ad industry jobs and what they’re paying Read more here “Some of the most successful brands have done a good job like bringing some levity and joy into the parenting conversation because it can be heavy and weighty and complicated,” said Laura Simpson, McCann’s chief intelligence officer. More on brands: See Huggies’ ‘The AlphaButt Book’ She said the brands that resonated with parents in the study also offered parents an experience with their children rather than just a product. “Experiences are important to everyone, but they're really, really important to parents, because parenting is not a passive pursuit,” Simpson said. “It is an active, hands-on, intense experience, and I think brands that understand that and help to wrap you in an experience and support you as a parent are so important.” Simpson cited Lego as an example. “If your kid loves Legos, you can take them to Legoland, you can take them to see the Lego Movie, you can buy these amazing, immersive worlds.” Look back: Lego’s holiday ad was created by kids

Parents are becoming more skeptical of brands, study finds

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