The emotional lives of kids and families: Navigating uncertainty into the next normal

Room 3 | 2:15 pm - 2:45 pm | Tuesday, March 28, 2023

Kids and families continue to re-think, re-evaluate and re-chart their priorities in response to an ongoing pattern of disruptive events from the pandemic to the economy and the uncertainty surrounding the future. This study explores how those priorities have shifted in recent months and it uncovers the new emotional profile and accelerating values of kids and their parents, as well as how their media consumption has changed as a result.

As families continue to try to make sense of the world and create their plans for 2023 and beyond, marketers are simultaneously doing the same thing, making this an especially important time to dive into this research. Of course, families will continue to evolve during these uncertain times, but starting with an acknowledgement of what has changed gives publishers and brands a road map of how to plan for the future.

Key takeaways:

  1. Parents’ top three concerns for their kids: today those are the economy, school safety and mental health. But that’s shifted recently. Compared to their top concerns five years ago, these are more societal and structural. In fact, 1 in 2 parents are increasing their focus on mental health now and Black and LatinX parents are doing so at higher rates.
  2. The four values that are accelerating among families, and guiding them today: The study explores emotional wellbeing and growth, joy, independence and autonomy and expansive forms of exploration.
  3. Three ways that media consumption has evolved for kids and families, as a result of these shifts:
    • Kids are watching “up” and “down” by consuming content made for audiences both older and younger than them, respectively.
    • Parents are seeking content that feels more safe and intentional for their kids.
    • And families are continuing to consume more media together across platforms.

Consumers Joint Presentation Research Report


More sessions

See all sessions

Innovate. Validate. Repeat. The importance of connected research with e.l.f. Beauty

The pressure is on to innovate faster, better and more frequently. How can companies keep up? Join Katy Emerson, SVP of customer success at Suzy and Jessica Cilla, VP, consumer [...]


How to develop an insight leader’s playbook

How can insight leaders work on their teams rather than in them? How can we grow from being transactional leaders to transformational leaders? James Wycherley, author of “Transforming Insight” CEO of [...]


Want your brand to capture their hearts? Identify and address buyers’ emotional needs

Emotional connections with brands drive purchasing behavior, but what sparks it? We have previously shared a model of how brands trigger emotional responses and emotional identification in consumers. But what [...]