Searches for “online learning” grew globally by over 400% during the year.

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“I just learned how much kids this age need during the day and how hard it is to be a teacher,” said one person we interviewed.

Kids need entertainment, too. As summer approached in the United States, parents found themselves working from home and the usual options for their children — summer camps, local pools and parks — weren’t an option.


Searches for “kids activities” are up globally by more than 100% since last year. Searches for “trampoline with” are up globally by more than 600% year-over-year. And searches for “backyard ideas” are up globally by more than 200% year-over-year.

Covid-19 also upended some traditional approaches to parenting when it comes to entertainment.

“We used to be pretty big on no screen time for the kids. We let them watch TV, hospital mailing address list but not very often. And now there are a lot of times we just go out with the iPad and… they’ll get distracted and focus on something else,” one respondent said. “So there’s a lot more of that than ever before.”


Recovering lost experience

Entertainment and education are not the only things that concern parents.

They’re also trying to make up for lost or diminished experiences now that so much has been restricted, canceled, or postponed indefinitely.

“Prom was canceled, and her trip was canceled, and everything was canceled,” said one parent we spoke to. “But then we started trying to do things for her. We actually had a little graduation party for her, and about eight or ten of her friends rented a room and everyone brought a plate, and they wore their dresses and their suits, ambient music. So it was something.”

One indicator of parents trying to add an extra touch: Searches for “birthday banner” have grown globally by more than 100% year over year.


Looking for answers and support

Since the start of the pandemic, two primary needs have increased in importance for most people and parents in particular: the need to regain some sense of control in the midst of an otherwise out-of-control situation and the need for human connection.


Marketers have the opportunity to tailor their messages and solutions to inspire, motivate and comfort parents.


One mother we spoke to mentioned that she felt like she was lacking support and “like I had to do everything on my own, like I had to… try to get to school, to childcare, to play.”

Reaching and connecting with parents is a significant growth driver for many brands. But it’s not just about showing a brand name to someone using search.

Marketers have the opportunity to tailor their messaging and solutions to inspire, motivate, and comfort parents in this challenging time. Brands that help parents solve problems in a meaningful way — one that mentions the need to be a good parent or reassures them that they are creating good experiences for their children — will stimulate gratitude and relief.

And those who can help parents make the most of their newfound quality time with family have the opportunity to build positive feelings and brand loyalty.