In an unstable and uncertain social context, protecting the family and planning for the future have become the top priorities for parents.

According to new data from the Eumetra Parents Observatory, 74% of parents say they are very or quite worried about their own future and that of their family. Although this emotional strain is widespread across all age groups, it peaks at 80% among parents of teenagers (aged 16–18), when the future becomes more imminent and tangible.

Moments of maximum receptiveness to brands

The survey highlights how, in this scenario, companies can transform from mere suppliers of products and services into genuine, reassuring allies. But when are parents most open to hearing brand messages?

The data show that pregnancy and the first years of a child’s life represent the golden window of opportunity: 34% of the total sample say they are most receptive during this phase. When analysed by the child’s age, it emerges that the peak in receptiveness is among parents with children aged 0–3 (50%). This trend is confirmed by the 35% recorded among parents with children aged 4–6. Mums are particularly receptive to brand messages (39%) during what we might call the ‘information phase’ of the parenting journey.

Life transitions, such as starting school or entering adolescence, are another crucial moment at which 18% of families view the brand as an ally. This figure rises to 22% among those with children aged 15–18, confirming that each developmental stage creates new information and consumption needs.

Challenges and loyalty in the relationship with brands

Difficult situations prompt 13% of parents to actively seek support from a brand, with this figure peaking at 16% among parents of children aged 7–11. However, some parents remain ‘loyal’ to brand messaging: 15% say they are always receptive to messages from family-oriented brands, regardless of their child’s stage of development. Conversely, communicators face a challenge: 19% of parents say they never feel particularly receptive. For this category, this figure rises to 28% in the 12–15 age group — the most difficult to reach.

‘The Observatory’s data confirms that parenthood today is experienced against a backdrop of considerable uncertainty, where the need for guidance and reassurance is becoming increasingly important,’ says Marco Gastaut, CEO of Eumetra International. ‘In this context, brands have both the opportunity and the responsibility to evolve their role, moving from being mere suppliers to becoming true, trusted partners.’ This receptiveness is not uniform, but rather concentrated at key moments in family life when decisions become more complex and significant. It is precisely at these moments that a brand’s ability to be useful, credible and consistent comes into play. Transparency, quality, and the ability to simplify choices are decisive factors in building relationships. It’s not just about communicating better; it’s about being genuinely present at the moments that matter. For companies, this means adopting a more empathetic and practical approach to language, timing and content. Those who can do so will become a stable point of reference on families’ growth journeys.

The Parents Observatory provides an in-depth exploration of the experiences and daily choices of European families with children aged between 0 and 18. It also gives a voice to the children themselves, who are playing an increasingly central role in family decision-making.

In particular, the Observatory examines:

  • how different types of parents define themselves and behave today;
  • which communication strategies capture attention and build trust;
  • how the relationship with the brand has changed;
  • how to create memorable experiences and brand loyalty;
  • how consumer dynamics and key touchpoints are changing.

This is a valuable opportunity to gain insights that can be used to design more effective, engaging and relevant marketing and communication strategies for the whole family.

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Download the Parents Presentation Page