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American Parenting Styles - USPublished by: Mintel International Group Ltd. Published: Oct. 1, 2005 - 127 Pages Table of ContentsIntroduction and Abbreviations Introduction Other relevant reports Definition Abbreviations and terms Abbreviations Terms Executive Summary Majority of U.S. adults become parents What is the American family? Parents love their children regardless of their parenting style Average age of first-time parents is increasing Changing gender roles—yet women still bear greater burden of childrearing Parenting styles often reflect dominant cultural values—independence and autonomy Parents concur that children today ‘grow up too fast’ Time crunch affects most aspects of family life Parents enjoy buying for children but worry about materialism Parents most likely to seek out insight on parenting from family Many parents feel overwhelmed by burden of parenting The values of the American family, past and present American cultural values influencing theories of parenting Generational gap in American values and parenting Figure 1: American generations, 2000-2010 Baby Boomers Gen X Echo Boom Ethnic variations in American values and parenting Market Drivers Households by life stage and age Changes in the American family Figure 2: U.S. Households with children, by age of householder, 2003 Figure 3: Median household income, by type of household, 2003 Delayed marriage and child birth Figure 4: U.S. births, by age of mother, 2002 More women opt out of parenthood Labor force participation Figure 5: Women’s labor force participation, by age, 2003 Figure 6: Labor force participation of parents, by age of children and gender of parent, 2004 Working life and time deprivation Family leave Stay at home parents Child care Gender differences Gender role changes Household income Discretionary income Figure 7: Households with discretionary income, by age of householder, 2000 Family structure Figure 8: U.S. households, by type, 2003 Figure 9: Presence of children in family households, by household type, 2003 Marriage Divorce Single parenting Ethnic and racial differences in single-parent households Blended families Dividing up the 24 hours in a day Figure 10: Amount of free time, Monday-Friday, by lifestage group and gender, March 2005 Time saving strategies Adult time Ethnic and cultural variations in attitudes towards parenting Minority families have higher birth rates Figure 11: Average household size, by race and Hispanic origin of householder, 2004 Minority families may be more traditional Theories of Parenting Introduction Child-centered parenting Parent-centered parenting Parenting styles Authoritarian parenting Authoritative parenting Permissive parenting Conflicting views on parenting styles Sources of parenting information Parenting education programs provide broad range of information and support The Parental Role: Core Needs and Values Introduction Nurturant care-giving Health, wellness and nutrition Safety and protection Limit setting Social care-giving Parents offer a bounty of affection Material care-giving Parents as providers Parents as organizers of the home Didactic care-giving Parents as moral guides Parents offer religious foundation Learning and enrichment opportunities Figure 12: Participation in after school activities, by grade, 2001 Hyper-parenting and cultural cramming—too much of a good thing? Parenting Phases The Early Years, parenting ages 0 to 5 The transition to parenting First-time parent characteristics Figure 13: Demographic characteristics of first-time parents, January-September 2004 Parenting Concerns in the Early Years The importance of ritual and routine Meal preparation and attitudes towards food Sleep strategies The ins and outs of discipline The Primary Years, Parenting Ages six to 12 Parental attitudes towards school Parental attitudes towards money and shopping Figure 14: Attitudes towards shopping with and for children, January-September 2004 Shopping for deals Figure 15: Attitudes towards shopping, sales, and planning, January-September 2004 Grappling with materialism, consumption and indulgence Parental attitudes towards the media and technology The Teen Years, parenting ages 13 to 17 Introduction Delayed adulthood The Consumer Introduction Attitudes and behavior towards parenting styles Figure 16: Attitudes and behavior towards parenting styles, by age of respondents, September 2005 Modern perspectives on parenting Figure 17: Attitudes and behavior towards parenting issues, by age of respondent, September 2005 Strong sense of duty Childhood too fleeting as kids grow up too fast Time poverty Out with the old Passing on traditional values—instilling in kids the value of money Teaching kids religious values Disciplining kids more of a bone of contention The parent trap—American parents’ angst over parenting issues Other key findings Key sources of parenting information Figure 18: Sources of parenting information, September 2005 Other key findings Figure 19: Sources of parenting information, by age of children in the household, September 2005 Key eating habits and lifestyle issues Figure 20: Attitudes towards junk food, convenience items and the importance of a clean and organized home, by age of head of household, September 2005 Parental attitudes towards materialism and consumption Figure 21: attitudes towards time with family, by age of children in the household, January-September 2004 A material world Spending on birthday gifts Figure 22: Spending on birthday gifts, by age of children in the household, September 2005 Parental attitudes towards children’s education Figure 23: Attitudes towards education, by age of children in the household, September 2005 Setting parameters—parental limits on electronic entertainment Figure 24: Parental limits on electronic entertainment, by age of children in the household, September 2005 Attitudes towards home life and spending time with family Figure 25: Attitudes towards time with family, by age of children in the household, January-September 2004 Who looks after kids when parents are away Figure 26: Who looks after kids when parents are away, by age of children in the household, September 2005 Conclusion Future Trends Ethnic and racial diversity abounds Divorce, cohabitation and blended families Changing face of the modern workplace The child care conundrum Urban living Gen X and Echo Boom parents coming of age Saving time will continue to be major concern among parents Nostalgia for simpler times (continues) Conclusion Bibliography Appendix: Trade Associations Appendix: Research Methodology Consumer Research Greenfield Online Presentation & Definitions ICR Surveys EXCEL Simmons National Consumer Surveys Technometrica TechnoExpresssm Further Analysis Trade Research Informal trade research Formal trade research Desk & Internet Research Sources Definitions Forecasts AbstractBased on 2004 data, the U.S. Census Bureau reports that there are 73.2 million households in the U.S. supporting children under the age of 18, creating a lucrative market for any company supplying goods and services to this truly mass market. Relevant to every industry, an understanding of the pressures of modern parenthood is essential to any marketing strategy. Categories as diverse as food and drink, personal care, household products, travel, electronics, and even financial services are driven largely by parents and their goal to create the best-possible upbringing for their children.For generations, American culture regarded parenting as an ability inherent in the human species. This so-called “myth of instinctive parenting” has been dismantled by a multitude of experts in science, psychology, and education. Modern parents are constantly bombarded with conflicting advice on the nutritional, developmental, social, and physiological needs of children. As research on parenting becomes more complex, the parents’ expectations of themselves also increase. Many parents today seek not only to provide safety and shelter for their children, but to set the groundwork for academic excellence, social grace, and athletic prowess. There is tremendous pressure on parents to “do the right thing” and a lack of consensus over what the right thing is. This report uncovers the nature of American parenting in all its diversity, analyzing parenting norms, practices, rituals and values. This report also examines the key social, economic and demographic factors which influence modern parenting styles, such as delayed childbirth, changes in household composition, labor force participation trends and the increasing ethnic diversity of the U.S. population.
As parents continue to be enticed and confused by parenting theory, they will seek any assistance they can find in navigating the troubled waters of parenthood. Companies that understand the underlying fears, hopes and motivations of parents will be more successful in marketing to this massive demographic in the U.S. population.
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