Study: 41% of US parents have never felt seen by a brand
July 9, 2025
A study from Moonbug Entertainment reveals a striking disconnect between how brands market to families and what parents actually need. With billions of views each month and daily conversations with parents worldwide, Moonbug says it has a unique vantage point into how modern families are navigating life – and what they expect from the brands around them.
This perspective led to the creation of the 2025 State of Parenthood Study, developed by Moonbug Insights, the company’s in-house audience intelligence team. The study combines a nationally representative survey of 1,000 US parents with 15 in-depth interviews. It paints a picture of emotionally overloaded, digitally savvy families 0 and offers a roadmap for brands that want to show up with more empathy and relevance.
The study reveals a few notable takeaways:
- 41 per cent of parents say no brand has ever genuinely reflected their emotional experience as a parent.
- When brands courageously choose to reflect the honest realities of parenting, the impact is game-changing:
- 42 per cent of parents actively seek out more content
- 40 per cent passionately recommend the brand
- 41 per cent actively seek out related products
- 84 per cent of parents say they’re looking for shows they can truly enjoy alongside their kids, not just have on in the background.
- Parents want more emotionally realistic portrayals:
- 43 per cent say they’d like to see more imperfect parents on screen.
- 43 per cent want to see more everyday parenting challenges.
“As the company behind CoComelon and Blippi, we have a unique window into the realities of modern parenting — the challenges, the priorities, and the incredible rewards,” said Dan’l Hewitt, Global Head of Brand Partnerships at Moonbug. “Families don’t just turn to our shows for entertainment. They come for connection, calm, and support. This report is about helping brands understand those emotional needs and show up in more meaningful ways.”
What it means for brands and creators:
1. Start with understanding: If parents don’t feel seen, they won’t stick around. Relevance starts with emotional recognition.
2. Real beats perfect: Parents connect with authenticity, not polished perfection. They want stories that reflect their actual lives.
3. Help without judgment: Support matters most when it’s practical, honest, and free of guilt.
“Modern parenting isn’t picture-perfect—it’s emotionally complex and deeply personal,” added Johanna Moscoso, Director of Audience Intelligence at Moonbug and lead author of the study. “This report was born from listening to what families are really telling us. When brands reflect that lived experience with honesty and care, they earn trust.”
The report comes on the heels of the launch of Moonbug Partner Solutions, a new division that helps brands connect with families through strategic content, campaigns, and collaborations.
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