REPORT
Mar 3, 2015
Why today’s babies have it all

New mums are older than they’ve ever been. They’re also better off. With the 2.4 kids standard fading, are today’s babies being born into a lap of luxury where only the best will do? If so, how can brands align with this quality-not-quantity approach to family life?

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Scope

New mums are both older and better off than they’ve ever been. In the UK, the average age of first-time mothers has reached 30 for the first time, while the number of those over 35 has grown by 44%. In the over 40 category, there’s been an even more dramatic increase of 84%. By waiting later to start having a family, the average parent is able to afford a higher standard of living, and that’s having a big impact on what they’re able to treat their babies (and themselves) to. The proverbial ‘2.4 kids’ which was once an accurate and representative average statistic has now become a figure of speech more than a light-of-day reality. Synonymous with visions of traditional British suburbia and the gender roles implicit in that life, the whole notion now feels outmoded by today’s greater diversity of family structures. People overall are having fewer babies, with the average falling from 2012’s 1.94 children to 1.85 in 2013 in the UK, with those in Germany reaching the European low of 1.36. [1][2]