Meet the New Parents
marie@tapestry-group.com
www.tapestry-group.com
1-718-788-5920
brooklyn, ny
A Deep Dive into Family Life
Meet the New Parents is an independent, global
study exploring the worldview of first-time parents.
The following presents the US results from a two-
month, deep dive investigation of the lifestyles and
buying styles of new moms and dads.
First–time parents acquire a new mind-set that will
guide them as their family grows. It is at this stage
that they tune in to many categories for the first
time. This transitional period is an evocative
window for companies.
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Meet the New Parents
New Identity
New Buying Styles
How To Become A Family Brand
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NEW IDENTITY
the transformation
before after
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NEW IDENTITY
World
Country
Community
Home & Family “Having a baby
Self changes
everything.”
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NEW IDENTITY Self
New Moms
Euphoric, confident
Sense of completeness
Adopts the “Mom” look
Her needs come last
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NEW IDENTITY Self
New Dads
Proud “family man”
More competent
Provider
His needs on “pause”
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NEW IDENTITY Home & Family
New Moms
Motherhood is the best job
Child-focused days
Developing traditions
Forms long-term family plan
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NEW IDENTITY Home & Family
New Dads
Life is wife and child
Living under Mom’s Rules
Becoming handy
Long-term financial plan
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Loss of couple time, and sex
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NEW IDENTITY Community
New Moms & Dads
Urban to suburban
Safety at the forefront
Focus on local conditions
New social circle
More nesting
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NEW IDENTITY Country
New Moms & Dads
USA is strong and great
Choices for her
Economic leader
Becoming conservative
Worry about future
Domestic security
Child obesity, social woes
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NEW IDENTITY World
New Moms & Dads
Concerned about
the war and terrorism
energy dependence
Recognize global inter-
connectedness
Empathy with moms & kids
around the world
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NEW BUYING STYLES
Value Is Redefined
safety convenience cleanliness style & fun
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NEW BUYING STYLES
Value Is Redefined
Safety
A primary filter
Physical environment
Emotional development
For a healthy, secure future
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NEW BUYING STYLES
Value Is Redefined
Convenience
Manage time and energy
Fast, easy, gets it done
Lets us be together
May cost more, but worth it
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NEW BUYING STYLES
Value Is Redefined
Cleanliness
Proof of good parenting
Keep my child healthy
And, eliminate drudgery
Stop cleaning.
Start Swiffering.
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NEW BUYING STYLES
Value Is Redefined
Style & Fun
In style
Cool mom & dad
Retain youthful identity
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NEW BUYING STYLES
Seismic Shifts
Where they shop
Brands they consider
How they buy
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NEW BUYING STYLES
Where they shop
Role of mass merchandisers expands
Join warehouse stores for bulk buying
Use organic and low cost grocery stores
Big box and specialty stores for the home
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NEW BUYING STYLES
Where they shop
Internet for product searches and
purchases
Major shift:
…away from fine department and
specialty stores
…to Gap, Old Navy, family friendly
retailers
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NEW BUYING STYLES
Brands they consider
Trust becomes paramount
“Tried and true”
A reassuring “face”
Reputation, stature, and marketing
play key roles
Leadership position
Word-of-Mom buzz
Respond to imprinted, iconic ads
e.g., Budweiser, Michelin
Goal: Spend and Save
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NEW BUYING STYLES
Brands they consider
Her anthem: “Make motherhood easier.”
Upgrade in categories for the child
Downshift in categories for parents
Splurge on family and home
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NEW BUYING STYLES
How they buy
Looking through a new lens
Many “First Encounters”
Active information seekers
With dynamic needs
Opportunity: Start early to become a family brand.
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Implications for Marketers:
How to Become a Family Brand
Connect with New Moms
Connect with New Dads
7 Ways to Connect
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Connect with New Moms
Recognize her power as family Chief Operating
Officer.
Focus innovation and benefit strategies on easier
everyday management and preparing for her
family’s future.
Portray her as a happy, confident, satisfied mother.
Feature authentic moments for relatability
Witnessing a milestone achievement
Cuddling, reading a story
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Connect with New Dads
Recognize him as Second In Command. Participates
in family shopping, highly involved in many decisions.
Portray him as engaged, part of the action, but
living under Mom’s Rules.
Build relevance and relatability via authentic
moments
Play time, laughter and the magic word, “Daddy!”
Everyday tasks of dressing and bath time
Pride in the teamwork of household chores
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7 Ways to Connect
1. Capitalize on the opportunity to start a lifetime
relationship
2. Build emotional resonance into a functional solution
3. Understand their value proposition for your brand
4. Mix style and fun with economic value
5. Tap the nesting instinct
6. Reach them in their new social networks
7. Use loyalty programs to support family goals
Bonus: Include the new grandparents
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ABOUT the tapestry group
Deep Dive Discovery
The tapestry group specializes in deep dive exploratory
research. We work with clients on strategic initiatives where
an understanding of the consumer mind-set and experience
is needed to enhance business performance.
The deep dive is based on the proposition that people and
their decisions are complex. A true understanding of
consumer behavior requires a deep dive into the world of
the target audience.
Our interdisciplinary team explores the hidden structure of
the consumer’s frame of reference, behavioral drivers, and
brand experience. Through ethnography, depth interviews,
and other methods we investigate the forces determining
behavior.
The deep dive leads to profound consumer understanding
and the knowledge of how best to manage brand
experience.
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