Gen Y parenting underwent a drastic evolution during the pandemic, with kids’ digital engagement hitting an all-time high and parents increasingly concerned about screen time and apps they don’t understand. How can brands help them feel better supported when it comes to child safety controls?
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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 towards 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.
Lea Perić is the founder of tech company Perle Net d.o.o, which has been developing the XOINK app since 2019 – the first educational screen time app for kids. She found her opportunity during her maternity leave when, as a hobby, she started researching how to bring this idea to life.
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.
