Here’s what went down at our Rise event all about modern families (where we welcomed our youngest ever Rise attendee, too!)…

At our latest Rise session in London, Crowd DNA’s managing director Dr Matilda Andersson and associate director Lucy Crotty (who also happen to be mums) spoke about modern parenthood in all its glory and grossness.

Starting bright and early (naturally, they’ve both got young kids), our presenters highlighted the need for family-centric brands, businesses and society to start taking note. With 90 percent of all new parents being millennials, what a family looks like – and what a ‘family’ even means – is fundamentally changing. And, despite some recent reworkings in popular culture, this pair of millennial mums still feel misrepresented.

But it’s not all bad. The key shifts shaping modern families reveal much to be celebrated: women’s empowerment, working mums and an appreciation of multifaceted female identity; the move away from ‘doofus dad’ to ‘involved dad’ and a focus on male roles in family life; and, crucially, the backlash against ‘perfect parenting’ towards a more diverse, realistic and relatable portrayal of parenthood.

The question, then, stands of how to speak properly to these shifting families. Matilda and Lucy offered loads of thought-starters on how brands can recognise opportunities with modern parents. By being representative, tapping into their sense of purpose, embracing creative play, or helping them carve out quality time via tech-convenience – just some of the ways to speak better to families of all shapes and sizes.

Thanks to all that attended, ate croissants and help distract a crying baby. We’ve wrapped up the key points and more hints for brands into a digital magazine, available to download here.