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?
Cat Hufton-Schiorlin is a London-based freelance journalist specialising in fashion, beauty, parenting, family, and lifestyle. She splits her time between editorial, commercial, and copywriting projects. She is also the creator of The Freelance Parent, a free newsletter for parents who work for themselves. Here, she covers a range of topics including mental health, self-esteem, money, and the ups and downs of everyday life with children.
Rebecca Pol is an international marketing and branding specialist with an ultra-niche in Gen Y parents. Her book, Millennial Parenting, was published with the international agency Borgerhoff & Lamberigts after six years of research among Gen Yers with kids. The main message of the book is that marketing toward parents should be inclusive with no gender division because there is no such thing as information that ‘suits’ birthing and non-birthing parents. If we approach all equal, equality can come into sight.
Suzan Issa is a qualified teacher, SENCO and Anxiety Therapist. A parenting and neurodiversity specialist, she is passionate about understanding and supporting all neurotypes, divergent and otherwise. She is the founder of Raising a Wild Child, offering support for neurodivergent children and their parents. In addition to working with families and individuals, she provides coaching and support for local authorities, schools, businesses, and fostering and adoption agencies around diversity, inclusion and emotional regulation.
Lara Piras is a copywriter, researcher, and brand strategist. Lara's expertise lies in creative copywriting, editing, trend and insight analysis and strategy, working with renowned global forecasting companies and brands including Nike, ASOS, adidas, IKEA and Peroni. Lara also writes features on wellness, diversity and inclusion, youth culture and future innovations for titles such as Vogue, Refinery29, and Included Magazine.