Babyganics' Perfectly Imperfect Parenting Says "Sorry" to Parents
Laura McQuarrie — October 23, 2021 — Life-Stages
References: babyganics & prnewswire
62% of parents report that they have felt pressure to live up to unrealistic expectations often set by peers and society and Babyganics is saying sorry to parents everywhere with its disruptive Perfectly Imperfect Parenting campaign. The campaign is centered around the idea of what it means to be a perfect parent, as well as how the baby category talks about parenting and how parents talk about parenting. With this campaign, Babyganics is issuing a heartfelt apology to parents and is instating new commitments that are more supportive.
Wheels is the 60-second campaign video that takes the form of a sing-along all about embracing daily challenges within the family and approaching parenting as not a "fairy tale, rather a hero's journey – one that praises bravery, ingenuity, absurdity, diligence, sacrifice, hope, and community."
Wheels is the 60-second campaign video that takes the form of a sing-along all about embracing daily challenges within the family and approaching parenting as not a "fairy tale, rather a hero's journey – one that praises bravery, ingenuity, absurdity, diligence, sacrifice, hope, and community."
Trend Themes
1. Perfectly Imperfect Parenting - The trend is centered around embracing daily challenges within the family and approaching parenting as a hero's journey, which calls for products and services that are more supportive of the same.
2. Anti-stress Parenting - Stressed out parents are looking for assistance to help them navigate the many challenges associated with raising children, which presents opportunities for products and services that can help them manage their anxiety.
3. Realistic Parenting - There is a growing trend of parents seeking an authentic portrayal of what it means to be a parent, which creates opportunities for businesses to offer products, services, and messaging that aligns with this trend.
Industry Implications
1. Baby Care - The baby care industry can benefit from adopting a more supportive approach that aligns with the trend of Perfectly Imperfect Parenting, including products and services that cater to the many challenges parents face daily.
2. Mental Health - The mental health industry is poised to help parents cope with the increasing stress associated with raising children and can benefit from creating tools and resources to help them manage their anxiety levels.
3. Marketing - The marketing industry has an opportunity to create campaigns that align with the trend of Realistic Parenting, developing messaging that authentically portrays the experience of being a parent, rather than promoting unrealistic expectations.
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