Event presentation
Today’s parents of under-twos
How digital-first parents are redefining baby and toddler brand expectations: who they are, how they consume, and what actually drives the purchase.
First presented by Adam Woodgate, VP Research Solutions, at Baby Products Industry Association (BPIA) 2025
Five years of UK data on Gen Z and Millennial parents of 1-to-2-year-olds, tracked through the same questions since 2021.
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What you get
Six findings that reshape a licensing strategy.
Clarity to shape strategy, foresight to spot opportunity, and data to de-risk decisions.
Who today’s parents are
Concerns have shifted from Covid to finances, cost of living and mental wellbeing, with creativity-led development rising up the agenda.
Media and device habits
Parents curate digital ecosystems for themselves and their children: mobile and visual-first platforms dominate, with smart watch use up 29% since 2021.
Co-consumption is the norm
Family time is increasingly digital. 83% of parents watch YouTube with their child weekly, and audiobook listening has risen from 43% to 61% since 2021.
What drives the purchase
Friends and family remain the top influence, brand trust is second, and posts on parenting forums now sway a third of new parents.
Where the money goes
After necessities, parents of under-twos spend most on their child’s health, lessons and family time, with Amazon and supermarkets the top outlets.
Why this matters
Your online footprint is your front door. New parents buy what makes them feel like good parents, and peer advice builds the trust that converts.
“New parents buy what makes them feel like good parents.”
From Today’s Parents of Under-Twos
What sits behind it
The world’s largest live data source on Gen Alpha, Gen Z and their parents.
Real families surveyed
First-party data points
Global coverage
Always on, ever since
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Five years of evidence on the parents redefining what baby and toddler brands must be.