Rule-breaking parents, socio-progressive tots, Bluetoothed toys—it’s a new frontier. Be sure your brand belongs in the sandbox.

Consider the cradle rocked. LPK, the global brand design agency behind names like Pampers and Lansinoh, released its report on disruption of the baby-care category, zooming in on the forces—both external and self-inflicted—that are changing parenting styles worldwide. Across food and beverage, apparel and entertainment, the category is evolving to meet the needs of a more demanding and cultivated parent set.

These rule breakers defy our past assumptions about mum and dad (and mum and mum, dad and dad): now, they’re multifaceted jugglers who see children as a new life dimension, not a life definer. They want brands to be both child centric and parent centric, creating products and services customised for complex lives—think gender-neutral apparel, toys that double as chic décor and Uber with built-in babysitters.

So, what to do? And when? Brands already in the baby-care space should start innovating, and outsiders can find new pathways in. Either way, move swiftly—in today’s market, there’s no such thing as ‘too soon’.

Key Take Outs:

1. Parenting styles are shifting dramatically. In this disrupted category brands are struggling for relevance and stalling on innovation.
2. Rule-breaking parents want to ‘see it all’. They crave connection with their child and their other worlds in tandem. This has led to new technologies including the smart crib, health-check apps and behaviour-monitoring stuffed animals.
3. The Gen-Y parent shops and buys for a coalesced life. High-style nurseries, curated toys and smart strollers are the new trend.
4. As views on gender evolve, so do brand aesthetics. In many markets we see fresh schemes of neutrals and primaries, colours that encourage individuality.

To find out more contact Cathy Lowe, at LPK

Or download the baby-care disruption report here - Brave New World