Millennial Parents Transforming Baby Care | Baby Buzz Newsletter

Editor’s Pick 🌟

Navigating Uncertainty: Google Strategies for Growth
By Sam Carter, CEO of Fospha

Marketing thought leadership has a tendency towards binaries. The funnel is either completely dead or very much alive. Brand marketing is either pointless or the solution to all your problems, and ChatGPT is ending 30 years of search overnight.

At Fospha, we love the measurement challenge of any new channel that offers our clients ways to reach more customers. However, Google is still very much the biggest advertising platform. Performance Max (PMAX) and Search products alone represent around 30% of our clients’ digital share of wallet.

In uncertain times, it’s more important than ever for brands to nail these core channels, so we produced the definitive best practice guide on PMAX and Paid Search. Here were our top findings:

• ⚖️ Best performing brands allocate 55% of Google budget to PMAX and 12% to Paid Search.

• 🏆 Brands that pair Search and PMAX with ~50% of their budgets in YouTube, Demand Gen and Paid Social see optimal results.

• 🎨 Especially for PMAX, high-volume creative is key for AI-powered optimization.

Download the full playbook for free.

Sector Spotlight 🎥

BRAND BUILDING

Growing A Brand Through Care and Connection

Babies.co.nz exemplifies how a brand can build long-term customer loyalty through comprehensive support, transparent service, and an intuitive eCommerce experience tailored to the evolving needs of modern parents. By prioritizing quality, trust, and targeted engagement—such as loyalty rewards, expert advice, and a robust digital presence—the company demonstrates actionable approaches to customer-centric marketing, digital content strategy, and retention critical for marketing professionals in competitive retail sectors.

NUTRITION INNOVATION

Else Nutrition Champions Plant-Based Infant Formula Access for American Families

Else Nutrition’s ‘Formula for Change’ campaign marks a significant push for US regulatory acceptance of its clinically-backed, plant-based, dairy- and soy-free infant formula, reflecting growing consumer demand for safety, inclusion, and choice.

Marketers should note the strategic pivot toward advocacy and regulatory engagement, aiming to shake up a stagnant, highly consolidated category dominated by just a few firms. The campaign’s success could signal emerging opportunities for brands leveraging transparency, clean ingredients, and public mobilization within the eCommerce-driven infant nutrition sector.

LUXURY BRAND BUILDING

Behind the Brand: Luxury Children’s Accessories Elodie Details

Elodie Details, founded by Linda Sätterström, built its brand by identifying a gap in the children’s market for aesthetically designed, functional essentials, leveraging Scandinavian design principles and trend analysis to create coordinated product collections.

The brand’s emphasis on product innovation and sustainable design has driven international growth and broad consumer appeal. Marketers can draw actionable insight from Elodie Details’ disciplined market research and its ability to differentiate in a crowded space through design-led value propositions.

BRAND EXPANSION STRATEGY

Mori Acquires Kidly, Expanding Premium Babywear Into New Retail Destinations

Mori’s acquisition of Kidly strengthens its product portfolio by adding preschool daywear and mealtime essentials to its signature sleepwear, positioning the brand to reach a broader family segment and drive cross-sell opportunities. With plans to open five additional stores by 2025 and targeted expansion into both UK and US markets, marketers should note Mori’s omnichannel growth strategy and partnership-driven approach to brand and product diversification.

PARENTING COST MANAGEMENT

Tariffs Could Make Baby Essentials Even More Expensive: How Parents Are Lowering Those Costs

Baby essentials for a child’s first year now average $20,384, up sharply from $15,775 in 2022, with tariffs threatening further price increases. Marketers should note consumers are shifting to cost-saving practices—subscriptions, registry and store discounts, secondhand purchases—signaling increased value-consciousness and an opportunity for eCommerce, loyalty, and resale platform growth targeting this large cohort of price-sensitive parents.

Influencer Corner 📢

Optimization Hub ⚙️

SEARCH INNOVATION

Optimize Digital Content for Maximum Visibility in the Age of AI Search

Generative Engine Optimization (GEO) integrates traditional SEO with AI-focused strategies, ensuring content is both visible in classic search results and cited by AI models like ChatGPT or Perplexity. Marketers must structure content to answer specific questions, prioritize authority, and track AI-driven citations. Adapting to GEO is essential for maintaining discoverability in an AI-driven search landscape.

DISCOVERY COMMERCE INNOVATION

TikTok Shop Accelerates Content-Driven Shopping With Its New Discovery Commerce Playbook

TikTok Shop’s newly released playbook, developed with Accenture Song, provides marketers and brands actionable frameworks for driving growth through discovery commerce, leveraging real-time creator content and robust measurement. With TikTok Shop rapidly capturing eCommerce market share, ignoring these trends risks falling behind competitors capitalizing on content-driven online retail.

INNOVATIVE PERSONALIZATION STRATEGIES

Personalize Customer Journeys With Privacy-First Data and Real-Time Interactions

Cookieless personalization is reshaping digital marketing by requiring brands to use first-party and zero-party data, contextual targeting, and server-side solutions instead of third-party cookies, ensuring compliance with privacy regulations like GDPR and CCPA. This shift enables marketers to maintain effective, consent-driven customer engagement while safeguarding user privacy. Marketers must adapt quickly to sustain relevance and trust.

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