Being a parent today is a complex and multifaceted experience which varies in Italy, Germany and the United Kingdom, reflecting each country’s cultural peculiarities and welfare models. The latest edition of Parents confirms this, comparing the experiences of parents with children aged 0 to 11 in Italy, the UK, and Germany.
Parents on the front line: concerns and unequal burdens
The most striking finding is that 79% of Italian parents say they are worried about their children’s future, compared to 64% in the UK and 62% in Germany. This figure rises to 81% for mothers (compared to 75% for Italian fathers), indicating an ongoing imbalance in mental and organisational responsibilities.
Parents with children aged 0–11 have concerns about the future
Source: Eumetra – Parents – 2024
The main sources of anxiety? Social unrest, violence and youth crime are greater concerns than employment difficulties. This differs significantly from trends in other countries, where the main concerns relate to healthcare (UK) or global security (Germany).
The birth of a child often marks the beginning of a period of economic decline
Rather than coinciding with a period of well-being, the birth of a child often marks a negative turning point for economic stability. In Italy, 67% of families report a deterioration in their economic situation after the arrival of a child, which is in line with other European countries. However, while one in ten families in Germany and the UK report an improvement, in Italy this percentage drops to 5%.
Furthermore, 24% of Italian families have experienced a drop in income, compared to only 15% who have seen an increase (compared to 27% and 34% in the UK and Germany, respectively).
Between love and anxiety: the difficult emotional balance of parents
While love and a sense of responsibility unite European parents, negative emotions are also present. In particular, critical emotions such as fatigue and anxiety are perceived with varying intensity in different countries. Fatigue is most prevalent in Italy (18%) and Germany (13%), while anxiety is most prevalent in the UK (18%) and Italy (16%). Furthermore, only 47% of Italian parents consider themselves ‘good parents’, compared to 64% of British parents and 58% of German parents.
This lack of parental self-esteem, which is particularly prevalent in Italy, reveals a deep malaise fuelled by a lack of concrete support and a network capable of recognising and valuing the role of parents.
Parenting and work: the (too high) price mothers pay
The crucial issue remains the relationship between parenting and work, especially for mothers. In Italy, women are still penalised; female unemployment rates are among the highest in Europe and part-time work is much more common among mothers than fathers. This becomes increasingly prevalent as children grow older, particularly in Italy and Germany, but less so in the UK.
Work is perceived as central to the personal identity of Italian mothers: 87% consider it essential for their fulfilment, and 89% consider it essential for feeling like an active part of society. However, balancing work and parenting remains difficult, particularly in Italy, where 39% of mothers say they require external support, such as from grandparents. This is followed by the UK (34%) and Germany (29%).
In Italy, there is a clear need for greater support from companies to facilitate mothers’ return to work. In Germany and the UK, the issue is more one of personal organisation. This is despite the fact that the role of working mothers has recently been at the centre of numerous initiatives related to parenting and female empowerment, promoted in both the public and private sectors.
Looking to the future: the new edition of the Parents Observatory
Starting from this scenario, and with the aim of providing increasingly effective tools for understanding and engaging with the needs and expectations of European families, Eumetra will relaunch the Parents Observatory in 2025.
This new edition will also, for the first time, incorporate the perspectives of children. We will achieve this by using innovative tools such as games to gain a better understanding of the factors that influence attitudes, perceptions and purchasing behaviours.
After all, children also influence shopping decisions, especially as they get older.
Since 2018, we have been listening to families and helping companies develop effective marketing and communication strategies for this audience. Once again this year, the Parents Observatory will actively involve parents and children to explore:
- what it means to be a parent today;
- the different types of parents;
- how to build valuable relationships;
- how products and services are perceived and used in everyday life;
- how the relationship with the brand is changing, and the implications for communication;
- which touchpoints – physical and digital – generate the most engagement?
- And, above all, we will explore how the playful dimension can facilitate the relationship between brands and families. Play is not just entertainment; it is a language, a bridge between generations and a strategic tool for guiding choices, building lasting emotional bonds and creating value for brands and companies.
→ Want to find out more?