Kind und Jugend

Kind und Jugend » parents 2.0

What do today’s young parents want?

A life between a kid and a career, between dreams for their own future and the constraints of daily life changes young parents’ expectations and consumer behaviour. What do they wish for? And how can retailers and manufacturers provide for it?

Kind + Jugend 2014, Puky

Kind + Jugend 2014, Puky

Today’s parents are different than their counterparts a couple of years ago. Whereas for previous generations, the serious side of life started – at the latest – with the birth of their first child and meant pushing their own needs into the background, young and modern parents want more: They want to be good parents and at the same time pursue a career; spend a lot of time with the kids and enjoy their time as a couple; achieve the best for their kids, but also fulfil their own dreams every now and then. (more…)