Family Life Unfiltered

Mainstream discourse around parenthood is increasingly embracing a candid, unfiltered lens that acknowledges the emotional and practical realities of family life – from struggling through mundane parenting tasks to optimising family budgets. Smart brands are stepping in with services and messaging that address the everyday struggles and joys of parenting.

High-Tech Household Assistants

Some artificial intelligence (AI) and tech products aim to make parenting easier – appealing to 57% of American parents (Ipsos, 2024). But while tech can lighten the load, it can also flood parents with (both helpful and unhelpful) advice. There are also growing concerns among experts about the long-term impact of AI-supported parenting on kids’ social, emotional and mental wellbeing.

Anti-Optimised Parenting

The low-pressure lifestyles highlighted in Meet the Soft Lifers are influencing family life. Some parents are bolstering their kids’ autonomy – a backlash to intensive parenting techniques, such as gentle and helicopter parenting, that have proliferated in recent times. The goal is to reduce parental stress while encouraging children to enjoy unstructured play, get bored and learn from experience.

Towards a Kid-Inclusive Culture

Today’s parents feel less supported: 75% of mothers globally say their support systems are weaker than for their mother’s generation (Peanut, 2025). Public spaces are increasingly unsuitable for families, limiting family outings. Brands are stepping in with trusted offerings, like family-friendly spaces, community groups and office nurseries that foster vital support networks.