Whether in the supermarket, streaming children's content or in front of the toy shelf — Children are the true initiators of many buying decisions. Our studies clearly show that their wishes and preferences strongly influence parents' purchasing decisions.
- 85% of parents State that your child's wishes are the most important basis for making decisions when buying or gifting products
- 66% of children communicate their wishes directly to their parents, whether verbally or through wish lists
- At the same time, market research shows that 72% of parents rate the wishes of their children as a strong influence on the purchase decision.
An example from everyday life: A child sees the latest collectible toy in a YouTube video. He enthusiastically tells his friends about it, and at home he asks parents to buy it. There is a “no” at first, but with each new request, the pressure grows. The next time they shop, parents see the product — and give in.
Children wish, parents buy — Why one-way communication doesn't work
The family buying process is multi-dimensional: children express their wishes and parents make the purchase decision at the end. However, our studies show a significant discrepancy between the priorities of children and parents:
- Children make decisions emotionally. They are heavily inspired by trends, brands and media influences. For example, gave 42% of children assumes that they are being influenced by YouTube, and 61% get ideas from friends.
- Parents make rational decisions. They pay particular attention to price, quality and safety. 64% of parents named price and 52% quality as the most important factors when buying.
If brands only address one of these target groups, important buying impulses are lost. The solution lies in multi-dimensional communication tailored to the target group.
The solution: multidimensional communication for maximum brand success
1 ️ Children: Awaken desire & create identification
- Children must be emotionally addressed — through stories, characters or creative campaigns.
- Brands should use trends from children's lives (e.g. YouTube, TikTok, series).
- Visual and playful elements are crucial to attract attention and enthusiasm.
2 ️ Parents: Persuasion rationally & build trust
- Parents need arguments such as longevity, educational potential, or security to be convinced.
- Value for money and trustworthy reviews play a key role.
- 47% of parents Refer to recommendations from friends or family before making a purchase.
How KB&B | FAMILY FACTS Companies supported
Our data-based market research provides brands with the insights they need to effectively address children and parents at the same time.
- We analyse which purchase requests children express — and how parents react to them.
- We uncover the discrepancy between wish and purchase decision and provide clear recommendations for communication that appeals to both target groups.
- Our panel data with over 35,000 parents and children provide detailed insights into buying behavior, preferences, and sources of inspiration.
For example, our gift behavior study showed that parents often decide on practical criteria when it comes to gifts, while children rely on brands and trends. A brand that combines both can significantly increase its buying probability.
Conclusion: If you want to make family marketing successful, you need to understand both target groups
Children are more than just users of products — They are the decisive buying impulse. But in the end, the parents decide whether to fulfill the wish. Brands that target both target groups significantly increase their chances of success.
Would you like to optimize your marketing strategy based on data? We deliver the insights that move your brand forward.
