The Bump provides parents with the lowdown on fertility, pregnancy, birth and babies, with stage-by-stage content and expert advice. The resource aims to empower parents and parents-to-be by delivering real-life guidance, a multiplatform digital experience with time-saving tools and an inclusive community to support all families as they navigate the early years of parenthood.
The challenge
We live in an era of information overload. For parents-to-be, this overload can be daunting, especially when they're unsure which sources are reliable and what advice to follow. The Bump helps by offering a trusted source of information, but the company wanted to go a step further. It aimed to provide an accurate view of the significant decisions parents face while offering a fresh take on parenthood for the modern era and future scenarios.
Collaboration with WGSN Mindset was the chosen solution. As a company with expertise and knowledge in various areas, from market shifts to offering accurate and trustworthy information, WGSN is the ideal partner for a project aimed at creating a comprehensive, reassuring space for new parents.
The project
With expertise in the forces of change that will shape parents and families, WGSN Mindset worked closely with The Bump to identify the four big trends defining the future of parenting.
01 Macro Trend Exploration Workshop
WGSN created a high-level overview of 10 to 12 macro trends projected to impact consumer behaviour in the next one to two years. Tapping into its expertise across Consumer Insights, Parenting Lifestyles and Baby & Toddler categories, it ensured the macro trends provided the context behind consumer product choices. The trends were workshopped to align with The Bump’s own expertise and to develop a strong narrative that would connect with its community.
02 Expert Interviews
WGSN facilitated interviews with experts in its and The Bump’s communities to bring new perspectives to insights as well as thought leadership to the trend forecast.
03 Future Parenting Trend Report
Along with the primary research, WGSN effectively leveraged its proprietary trend intelligence and bespoke secondary research to dive into the macro trends. Then, a story was developed that explored the external forces impacting family dynamics and the emerging sentiments and attitudes that drive parenting priorities. This was brought to life in an impactful public-facing trend report.
The Result
“The process of developing the Future of Parenting report affirmed our brand position, content focus and the initiatives we’ve chosen to invest in. We’ve centered real parents, not the idea of what a “parent is supposed to be'', at the heart of everything we do. Celebrating our unique identities, inclusivity, and a shared consciousness about the greater community, encourages our users to embark on this life stage authentically and with more confidence."
Jen Hayes Lee, Head of Marketing and Content at The Bump
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