People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Gen Y’s approach to parenting is distinct from past generations, defined by the decline of the nuclear family structure, increasing role of tech, and new traditions like ‘positive parenting’. So, how can brands help this generation create a nurturing journey that works for them and their kids?

The esthetic of childrenswear is evolving as adults’ fashion sense and the rise in family branding push brands to sell stylish and trendy children's clothes. PatPat's fashion- and family-forward approach, as well as affordability, appeals to parents who want their kids to look as chic as they do.

Dissolvable and compostable shoes from Woolybubs give parents the welcome option of eco-friendly baby clothing amid a climate crisis. Recognizing the amount of waste generated by infant clothing and other items like diapers, the brand speaks to parents looking to limit their environmental impact.

Having navigated through a pandemic, what do parents need now? In this Spotlight on Parenting, we explore what mothers and fathers are prioritising as they try to carve out a ‘new normal’ and consider how brands can make sure they are helping and not adding to the pressure.