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New Parents
The interests, motivations and behaviors of parents in the first year, when routines, budgets and brands all reset at once.
Predicted daily impressions
Sentiment
Last 30 days
What the model sees Live
Built to understand year one from the parent's side: what they're buying and where, how feeding and sleep dominate the research, and how leave, insurance and cost shape the decisions around it.
Stands outCoreRelated↑Trending
What stands out
- Babywearing, child safety seats, Walmart, Gerber, Similac
The brand reset is real. New parents are choosing gear and formula brands from scratch, and big-box is where a lot of it happens.
- FMLA, health insurance, cost of raising a child
The financial and workplace layer sits right beside the nursery. Benefits, insurance and budgeting products are in the same audience.
- Home automation, rocking chairs
The house changes too. Smart monitors and nursery furniture are being researched alongside diapers.
- Adoption, toddler
The audience is wider than birth parents, and it's already looking ahead to the next stage.
Skews women, 25 to 44, households with kids — strongest in Pennsylvania, Tennessee, Minnesota and New Jersey.
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New Parents is the starting point. Change anything, then build it under a free account.
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