Success looks different now. Brands that get it will earn parents’ trust.
In a significant shift from previous generations, modern parents are redefining success—not by their children’s academic achievements, but by their emotional well-being. A recent survey conducted by Talker Research on behalf of Lightbridge Academy reveals that 60% of parents with children ages 0 to 6 are intentionally moving away from their own parents’ traditional parenting styles. While education (69%) and physical activity (65%) remain important, today’s parents place a higher emphasis on communication skills (74%), confidence (57%) and emotional regulation (46%).
This evolution in parenting priorities presents a unique opportunity for marketers aiming to connect with this demographic.
Here are five ways your brand can resonate with emotionally tuned-in parents.
1. EQ is the new benchmark
Today’s parents are raising emotionally aware kids, and they’re looking for brands that support that goal. From empathy to emotional regulation, EQ (emotional quotient, also known as emotional intelligence) is the new benchmark for childhood success.
Parents value tools that help build confidence, communication skills and self-awareness. Think educational toys that foster empathy, mindfulness apps or content that encourages open conversations. These solutions don’t just support the child. They reflect a parent’s evolving priorities.
Research backs it up: Children raised in emotionally intelligent households often show stronger social skills, higher self-esteem and even better academic outcomes. One study in the International Journal for Multidisciplinary Research links high EQ in parenting with authoritative styles—marked by warmth, responsiveness and healthy boundaries.
2. Support the parent behind the child
The same survey indicates that parents are also focusing on their own mental health, with 48% acknowledging the need for self-care and 42% aiming to support their mental wellness. Brands that offer solutions for stress relief, time management or self-care routines can position themselves as allies in the parenting journey.
A different study published in JAMA Internal Medicine reveals a significant decline in the mental health of American mothers between 2016 and 2023. The percentage of mothers reporting “excellent” mental health dropped from 38% in 2016 to 26% in 2023.
This underscores the importance of supporting parental well-being.
3. Embrace the “whole-child” approach
Parents today aren’t just tracking grades or growth charts. They’re tuning in to how their kids feel, connect and thrive in everyday life. The “whole-child” approach is gaining traction, putting equal weight on creativity, resilience, social skills and emotional wellness alongside academics.
For marketers, this opens up space to show how your product or service nurtures the full picture of a child’s development. Whether it’s sparking imagination, encouraging movement or building social confidence, brands that support the total child experience will better align with modern parenting priorities.
In fact, The Bump’s 2025 Future of Parenting Report found that 92% of parents now prioritize emotional well-being, and 68% emphasize mental health early on. But it’s not just about feelings—it’s about raising balanced, self-aware and adaptable kids. This indicates a strong parental inclination toward nurturing the whole child.
The opportunity? Show parents you see and support their whole child, not just one piece of the puzzle.
4. Don’t just market to parents—connect them
With 85% of parents emphasizing the importance of community values in raising their children, brands that build communities around shared parenting philosophies can create deeper connections. Whether through online forums, local events or collaborative platforms, facilitating spaces where parents can share experiences and support each other can enhance brand loyalty.
Another survey conducted by Ohio State University Wexner Medical Center reveals that a significant number of parents, approximately 66%, experience loneliness frequently due to a lack of community and support. Brands can play a pivotal role in fostering these much-needed connections.
5. Highlight progress over perfection
Parenting has shifted from a rulebook to a real-time learning curve, and brands that reflect this mindset will resonate most. As Lightbridge Academy CEO Gigi Schweikert puts it in the Talker Research, it’s no longer about getting everything right, but about growing along the way.
That’s why flexibility and adaptability are top priorities for modern families. Offerings that can evolve with a child’s needs—whether that’s a product that adjusts over time, a service that meets families where they are, or content that embraces multiple parenting styles—stand out as supportive, not prescriptive.
Programs like Lovevery get this right. Their play-based kits deliver more than just toys; they offer age-appropriate, emotionally supportive tools that adapt as a child develops. It’s this kind of built-in growth model that parents find both practical and empowering.
The more fluid and customizable your brand feels, the more parents will see you as a true partner in the journey—not just a one-time solution.
In summary
Modern parents are redefining what it means to raise confident, emotionally aware kids, and they expect brands to evolve alongside them.
Brands that lead with empathy, authenticity and purpose-driven messaging won’t just grab attention. They’ll earn lasting trust, deeper loyalty and a meaningful role in the family journey.
Now is the time to connect with intention, stand out with heart and market to parents and families with real impact.
