Now in its fifth year, our Families@Home project continues to explore the evolving dynamics of modern family life. This milestone edition takes a wider view—delving into child development, household decision-making, and the realities facing families today.

You can download one-pager of the report here:

Click Here

Watch a video of the report here:

Families@Home – 2025

Key insights:

• Everyday pressures: Cost of living still preoccupies many, and two-thirds of parents are more concerned than ever about their child’s mental health.

• The power of togetherness: Despite digital distractions, families prioritise shared experiences—trips to the cinema, enjoying familiar stories, and cherishing everyday rituals.

• Digital dilemmas: Social media is both a stress point and a source of discovery. Two in three parents worry about their kids accessing harmful content, yet it remains vital for kids’ social lives and entertainment.

• Brand engagement: Winning brands embrace Gen Alpha’s creativity—offering collectable physical products that blend seamlessly with digital experiences. Success lies in affordability, relevance, and enabling self-expression.

Get in touch for a comprehensive presentation of the project report- we’d love to talk you through Families@Home.

Contact [email protected] to arrange a session for you/your team.