Everyone is confined to their homes, there’s a sex toys sales boom and a global shortage of condoms – it can only mean one thing … a post lockdown Baby Boom – and a need for more baby PR
And, although predicting the future is always difficult, the bookmakers also think more babies could well be on the way in 2021. Ladbrokes have cut their odds to 1/3 for a record-breaking number of births next year.
The finer details of who, what and when are still up for discussion, but as specialists in baby PR working with brands in the baby, pregnancy and parenting sector we have some insights we can share.
Who – well it’s probably not going to be anyone who has children at home at the moment. The added pressure of housebound kids, homeschooling and social distancing lifestyles is probably as good as any contraceptive in making sure there are no additions to the family just yet. Which means that when the Baby Boom does happen, it will be made up of predominantly first time mums and dads.
What – are they going to be buying and what influences them to buy? For Millennial Mums safety and convenience are top priorities when making purchasing decisions. They are tech savvy and digital extroverts with a penchant for mobiles – 80% use their phones to make purchases. They are also well informed. They tend to connect with other mums and influencers on digital channels to learn and to share opinions. When it comes to who they listen to more, 74% of Millennial Mums find blogs and digital communities more trustworthy than brand advertisements. Which is why positive brand positioning and good quality content across digital platforms is a must for anyone reaching out to first time mums.
When – don’t expect a spike in the birth rate nine months after the first day of lockdown. Historically, in times of crises, the incidence of conception has fallen initially. Data from other times of stress and quarantine – such as famines, earthquakes, heatwaves and contagious outbreaks – actually show a dip in births nine months later. However, once the crisis has passed, there is then a surge of conceptions often due to remarriages, rejoined families or people who just resumed sexual activity.
So … there is definitely a Baby Boom on the horizon – which means it’s time to start planning your PR strategy!