Young parents are challenging gender boundaries for themselves and for their children, which presents potential pitfalls and opportunities for those creating, marketing or selling children’s products, services or activities.

These findings reflect what we see everyday when we’re connecting with moms. Gender is a top of mind topic for parents and there’s powerful conversation happening in our community on the subject.

– Erica Ehm, CEO and Creative Director, Ehm & Co and YMC

Building on Harbinger’s 2016 spring study of gender roles in the home, this new whitepaper from Harbinger and Ehm & Co highlights new research that explores parental attitudes and behaviours toward children’s gender roles.

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