We have just released - The State of Parenthood, a new Moonbug-led study that takes a closer look at what modern families are facing, feeling, and expecting from brands and content. This study is straight from the parents themselves - no filters, the unvarnished truth. It’s your roadmap to genuinely connecting and earning trust with today's families.

Here's the lowdown for marketers:

*Ditch the Perfection, Embrace the Mess* Parents are tired of seeing spotless homes and flawless families. They want ads that show the real family chaos, emotional honesty, and everyday parenting struggles - spills, tantrums, and all. Authenticity wins!

*Mums & Dads Are Different Audiences* This is huge! Mums crave emotional truth and validation in messaging, responding to ads that show real, imperfect moments. Dads, on the other hand, lean towards joy and utility, and are more likely to explore products or follow brands online after seeing an ad. Tailor your approach!

*Screen Time Isn't Lazy Parenting* The guilt trip needs to end! 74% of parents say screen time helps them manage their day, and 61% use it for emotional regulation. Brands should support this as a thoughtful choice, offering value, not shame.

*Real Representation Goes Deep* It's not just about showing a family on screen. Parents want to see emotionally real parents, realistic kid behavior, and diverse family structures (think single, blended, multi-generational) - beyond just the polished ideal. When content truly reflects their lives, they rewatch, recommend, and build trust.

*The Payoff is HUGE When You "Get It"* When parents feel seen and understood by a brand, they're 44% more likely to have a positive opinion, 42% more likely to explore related products, and 41% more likely to engage. This isn't just about good vibes; it drives real action.

The full report can be accessed here- Moonbug Partner solutions