Published: 14th July 2018
The Game Changers of Parenting report gives us an insight into parents and their ways
Mindshare and DigiFaces got together to analyse the changing trends in parenting and we talk to them for more insights
Want to understand your parents' parenting style better? Well, the Game Changers of Parenting report is a good place to begin. Put together by Mindshare, a media and marketing firm, and DigiFaces, a blogging tool, the report gives us inferences into the current trends in parenting and how various factors like the changing society, internet and media are changing the way our parents nurture us. The report also shows us how now, fathers are more open to household chores and mothers find tips and comfort online. Several other trends have been identified by Zubin Tatna, Principal Partner at Mindshare and his team, while conducting this online survey on DigiFaces. In a conversation with us, he highlights some interesting trends that acknowledge that yes, parenting is changing and it's all for the better. Excerpts:
When it comes to grandparents, mothers view them positively and believe that grandparents can inculcate values in the children in a way that would supplement her efforts
Can you take us through the way you went about conducting this survey?
As this report was carried out in collaboration with DigiFaces, we used their platform for the online survey. So on DigiFaces, which is like a blogging platform, respondents revealed in-depth consumer insights in an environment that felt more like social networking than a research project. The respondents were given open-ended questions and had four weeks to respond.
One of the inferences that took us by surprise was that the internet has actually helped mothers bond with her child. Can you tell us a little more about this?
Mothers have always helped with homework, but now, the process is less stressful and they feel more in control because of the internet. Moreover, the child is ready to surf the internet with her as it is a fun thing to do. Mothers go online shopping with their kids too. Sometimes, they allow them to do certain online transactions, which teach children a sense of responsibility. Children too have learnt many things from their peers and not parents, like getting on Instagram, and have taught their parents a thing or two as well.
The role of the father has changed, says Tatna. And it’s great to see fathers take the effort to spend time with their children and do things with them, he adds
Which indicators from the report give us insight into the future about how the future of parenting is likely to look?
There is always a flip side to change. In this case, parents have admitted that they have become more indulgent towards their children than what their parents were towards them. Children are digital savvy and they are well-versed with brands and trends. This creates immense social pressure. Rising cases of depression and stress among kids are forcing parents to be more indulgent. So the future is going to be more indulgent.
Safety has and will always be a very strong concern for parents. This will get more and more challenging. Keeping children safe from the internet is going to get tougher and a very tight rope for parents to walk.