I just spent a few days with my family in Montreal earlier this month. It was a fabulous trip. We were all recharged.

My four-year-old also had a good time exploring different parts of the city and making new friends.

My New Year wish is that my boy can keep on doing something great.

But Vincent, wait! What do you mean by that?

As a parent, I always set high expectations for my boy. However, sometimes I may be a bit uncertain when it comes to what I want my boy to achieve.

I believe this is an issue to some other parents too.

Our expectations highly depend on what kind of parents we are.

We, as parents, can be grouped by two dimensions according to my observations.

First, as parents, do we want our kids to follow their hearts or their minds?

Imagine some years later when our kids have become adults.

Do we want our kids to pursue their dreams, even though those dreams may not sound practical at all? Or, do we want them just to get a good job and have a stable life?

Will we support our kids if they want to travel the world but have a harsh life?

Will we allow our kids to do their dream jobs, even though the jobs are poorly paid?

In other words, will we support our kids’ whatever decision they make?

Second, are we confident or skeptical parents?

Confident parents always believe that kids will do well even though things are not perfect.

If their kids didn’t do well in their last exam, confident parents find it okay because they believe their kids can do better with their guidance and support.

Confident parents also don’t find it an issue when their kids get hurt slightly in a ball game. They believe their kids will learn how to protect themselves next time.

On the other hand, skeptical parents always worry about their kids’ everyday life and safety, as well as their future. They panic every time they find even a slight issue with their kids.

If their kids just get an average score on a test, skeptical parents worry that their kids won’t do well in the end-of-term exam. They may proactively look for help from other parents.

Skeptical parents also worry that their kids are not attending enough after-school classes. They don’t want to see their kids lag behind others.

Skeptical parents don’t allow their kids to run in the park because they may get dirty or hurt, even though it is fun to do so.

Why is it important to understand different types of parents?

As you see, under most circumstances, parents are more willing to spend on their kids than themselves.

If you have a kid, think about how you spent your money before and after your kid was born.

If you run a kid related business, learning about motivations and desires among different groups of parents is critical when designing a successful marketing plan and executing a successful campaign.

Now look at a couple of examples.

Fisher-Price

Many parents want their kids to explore the beauty of the world. However, they find it too risky for small kids to explore the world without any guidance. It is best for small kids just to explore in a confined space – “Let me tell them what to explore!”

Fisher-Price understands this insight. The brand positions itself as a trusted partner for families with infants, toddlers, and preschoolers, and also invites adults back into the world of childhood. (Source: Mattle Annual Report 2022.) Look at Fisher-Price toys. They are safe and educational.

Credit: Fisher-Price

Nike

On the contrary, some parents believe that there is no confined route to success and happiness. Why not let their kids be professional skateboarders if they are passionate about skateboarding? Even though their passions may not get them anywhere, trial and error are vital parts of childhood. From this Nike commercial, Nike is the brand that encourages kids to follow their passions.

Credit: World Class Advertising

IKEA

You should all know that it is extremely exhausting to raise a kid. Apart from lengthy to-do lists every day, some parents worry that they are not doing good enough.

IKEA is the brand that brings simple pleasures to anxious parents. It makes everything so well-organized that parents can be relieved. They don’t need to wait for special occasions to have big celebrations.

Credit: IKEA UK

What is your point of view on parenthood? Let’s discuss.

Vincent

Read My Other Viewpoints

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