Care.com Forecasts Seven New Parenting Trends for 2016 (There’s One for Pet Parents Too!)

— 2016 Will Be The Year of the Enlightened Parent, Professor Nanny,
and Saying Farewell to Helicopter Parenting —

WALTHAM, Mass.–(BUSINESS WIRE)–Care.com (NYSE:CRCM, www.care.com),
the world’s largest online destination for finding and managing family
care, today announced its predictions for the parenting
trends that will shape families in 2016.

“We are beginning to see parents—especially millennial parents—make
fundamental shifts in their approach to raising children,” said
Katie Bugbee, senior managing editor and global parenting expert at
Care.com. “With more dual-income households, greater access to
technology, and shifts in parental roles, family dynamics are changing
and giving rise to some exciting, and positive parenting trends.”

Continues Bugbee, “Perhaps the biggest trend we’re eying for 2016
will be saying ‘over and out’ to the Helicopter Parent and ‘hello’ to
more relaxed parenting.”

CARE.COM PARENTING TREND PREDICTIONS FOR 2016

1. Millennials Left Swipe on Helicopter Parenting—Every child
swears she won’t be like her parents when she has kids. Well, millennial
parents who grew up with “helicopter” moms and dads are no different.
While their parents called their children’s bosses, managed
wake-up times, and were hyper-involved with every aspect of their lives,
millennials are turning a new page on parenting. This new generation is
adopting a “third-child style” of parenting that’s more relaxed
and encourages greater independence. These parents won’t micromanage a
Google calendar of naps, meals, and play dates. Millennial parents will
evoke an Elsa-like let it go approach.

2. Enlightened Parenting – When brands eliminate gender
specification on toys and clothes and beloved shows introduce new
characters with special needs, it makes big headlines. But is it big
news for our kids? In 2016, as companies continue to make important
strides, families will parent one step ahead. Enlightened parenting
means taking the lead from our children, who don’t always see their
friend’s wheelchair or the little boy playing princess as points of
discussion. A few questions, maybe, but for them, it’s just how their
world looks. Enlightened parents believe that showing
understanding and acceptance without necessarily telling can be a
stronger, more modern message to kids when helping to breakdown
stereotypes and gender norms.

3. The Rise of the Professor Nanny – In 2015, Care.com saw year
over year increases in job posts for nannies and caregivers with special
pedigree, including college degrees (+25%) and CPR/First Aid (+55%). In
2016, parents will want master degrees, medical licenses, child
psychology backgrounds, CPR certification and more when hiring a
caregiver.

4. Hybrid Names, 2.0 and the Lorelei Gilmore Effect – The
hyphenated last name is so 2015. In 2016, it will be all about
the hybrid first name. More families are creating new first names
for their children by creatively combining two or more sentimental or
meaningful favorites. Can’t decide between Great Aunt Eileen and Grandma
Lynn? Hello, baby Eilynn.

Bonus Trend: The “Lorelei Gilmore Effect” is on the rise. It’s no longer
just first sons carrying on the family name. More families are opting to
name daughters after their mothers.

5. The Downsized Parent – Today’s families are overscheduled and
overshared. 2016 will usher in a new age of simplified parenting with a
less-can-be-more approach to everything from the holidays, to after
school activities and birthday parties, as families downsize their
lifestyles and outsource more. Moms – and Dads! – are letting go of the
idea that they can do it all, and are being strategic about maximizing
their help. Many parents are choosing caregivers, babysitters, and
nannies who are open to doing more around the house. Whether it’s
helping to prepare for a birthday party, wrapping presents around the
holidays, or doing light housekeeping, being able to let go of some of
the little things is allowing parents to be more present and available
with their children.

6. “We Have 2 Nannies” Families – It’s not just the rich and
famous hiring multiple nannies. In 2016, as more families take on less
conventional work hours and schedules, we predict they’ll become more
creative in building a care team to help them throughout the week. There
are benefits too: less over time pay when you spread hours between
multiple caregivers, more variety for the kids, and the ability to hire
caregivers with different strengths for different needs within the
family. And with the rise of the “Flex Economy,” we predict more care
providers will be open to working with multiple families where different
jobs can offer surprising advantages, flexibility, and benefits.

And Because We Love Our Pets Like Our Kids…..

7. The Paleo, Gluten-Free Vegan Pet – We know parents are more
tuned-in than ever to the nutritional needs of their kids, and it
extends to their pets too! Modern day pet parents are developing custom
diet plans to ensure the health and longevity of their furry friends.
Before you share that treat, make sure it’s vegan!

For more, visit Care.com/parentingtrends.

About Care.com

Since launching in 2007, Care.com (NYSE: CRCM) has been committed to
solving the complex care challenges that impact families, caregivers,
employers, and care service companies. Today,Care.com is the world’s
largest online destination for finding and managing family care, with
17.8 million member consumers* across 16 countries, including the
US, UK, Canada and parts of Western Europe, and approximately half a
million employees of corporate clients having access to our services.
Spanning child care to senior care, pet care, housekeeping and
more, Care.com provides a sweeping array of services for families and
caregivers to find, manage and pay for care or find employment. These
include: a comprehensive suite of safety tools and resources members may
use to help make more informed hiring decisions – such as third-party
background check services, monitored messaging, and tips on hiring best
practices; easy ways for caregivers to be paid online or via mobile app;
and household payroll and tax services provided by Care.com
HomePay. Care.com builds employers customized benefits packages covering
child care, back up care and senior care consulting services through its
Global Workplace Solutions, and serves care businesses with marketing
and recruiting support. To further connect families, Care.com has
expanded its consumer service with its 2013 acquisition of Big Tent, a
community platform. Headquartered in Waltham,
Massachusetts, Care.com has offices in Berlin, Austin, New York
City and Silicon Valley.

*As of September 2015

Contacts

Care.com
Laurie Coghlan, 609-238-6388
Public Relations
Laurie.Coghlan@care.com