The conventional roster of life milestones is under review. Having kids in your 30s is no longer a given, if kids are part of the plan at all. Career progression is non-linear. Older Adults are finding new forms of independence. And Gen Z are embracing a more fluid definition of home.

Many parents have found juggling priorities during the pandemic a challenge, and while tech has helped balance work, childcare, and household duties, the combined strain has added up. What are the long-term implications of lockdown on parents, and how can brands respond?

Divorce is no longer being associated with failure, with many now viewing it as something to be celebrated. The narrative is shifting from irreconcilable differences to a mutual ‘freeing’, and the notion of a ‘nuclear family’ is falling away. Why and how are these attitudes evolving?

Divorced parents are experimenting with ‘birdnesting’, a post-separation living arrangement whereby parents rotate in and out of the former family home. Designed to help ease the impact of divorce on children, the arrangement is indicative of how the shape of family life is changing.

The number of unpartnered Americans is on the rise and they’re being beaten by partnered Americans when it comes to educational and economic outcomes. As traditional relationship structures get a rethink and new ways of living emerge, they’re looking for support tailored to their choices.