More young people today have become increasingly sceptical of the notion of childbearing. Nearly 68% of non-parents in the APAC region are questioning or have decided not to have children, with one in three having decided not to have kids. Japan (50%), Hong Kong (44%), Singapore (42%) and Thailand (42%) ranked higher than global average (38%) in non-parents saying they don’t plan to have children.
Revealed in McCann Worldgroup’s global intelligence unit, Truth Central, the study went on to add that even though social media has made the true plight of parents more known, its research showed that the pressure to be the “perfect” parents has only grown. Around 53% of parents in the APAC region said that they sometimes feel like other parents are judging them, while 50% say they worry that other parents they meet are better at parenting than they are.
However, even though the difficulties and scepticism surrounding parenting has evidently risen, that does not mean that people do not value the role of parents or are not enticed by the idea of having children. Around 65% of responders said that they believe that everyone has a responsibility to have kids ,while 85% said that being a parent is the most important part of their identity. That being said, they are navigating economic transitions, mounting societal pressures and unattainable ideals, explained Shilpa Sinha, the chief strategy officer at McCann Worldgroup APAC.
To resonate with parents, Sinha said: “Brands must spark a new era of more empathetic conversations and supportive solutions that normalise the emerging parenting choices as well as parenting expectations and experiences."
The study pointed out that to truly resonate with modern families, a new era of marketing must be introduced. “There is a clear need for solutions that leans into the complex, democratic and mixed-world of modern families,” it said, adding that 66% of parents find themselves confused as there is too much conflicting information regarding good parenting decisions out there.
Rightfully as Sinha pointed out, brands have indeed modified the way they address the new generation of parents, where they do not shy from showing the realities of parenthood instead of painting a pretty picture.
For instance, earlier this year in July, Huggies Malaysia launched a new campaign highlighting the challenges faced by new parents in navigating the complexities of raising a child. The campaign aimed to resonate with young parents in Malaysia, where the abundance of information, societal pressures and perfect depiction of parenting can overwhelm young parents.
Just like Huggies Malaysia, Great Eastern unveiled a campaign in June which addressed the unique pressure Asian parents face. “Being a parent is tough. Being an Asian parent is tougher because we hold ourselves up to unrealistic standards,” said Joji Jacob, the co-founder of BLKJ Havas.
Evidently, more brands are challenging the conventional portrayal of having children in this day and age.
Other findings in the report showed that 60% of parents in the APAC region want their children to be famous. India, China and Thailand came in at the highest, at 81%, 78% and 71% respectively. The study attributed this to the fact that being famous is seen as a viable way for young people to move up the socioeconomic ladder.
Huggies and Ogilvy MY highlight the reality of parenthood in heartwarming new campaign
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