Why your values are your superpower
Your values are more than just words on your website. They’re the beliefs that drive your business decisions, the promises you make to your customers, and the commitments you make to CSR (Corporate Social Responsibility). More importantly, they’re what help people connect with your brand on a deeper level.
In today’s world, people want more than just a product or service – they want to feel good about where they’re spending their money. Whether it’s sustainability, inclusivity, or innovation, your values can set you apart in a crowded market. But here’s the catch: they’re only meaningful if people actually know about them.
That’s where PR comes in.
The power of PR
Public relations isn’t just about grabbing headlines – it’s about crafting the right message and sharing it in the right way. Through thoughtful storytelling, PR helps you bring your values to life by showing, not just telling, your audience what you’re all about.
PR builds credibility in a way that paid advertising simply can’t. When your story appears in a trusted publication or your actions are showcased through genuine media coverage, it carries a weight that resonates with consumers. It builds trust and a positive perception – both of which are crucial for driving loyalty and sales.
For example, if sustainability is a core value, a good PR campaign could highlight your efforts to reduce waste or partner with eco-friendly organisations. If community is at the heart of what you do, PR can showcase the ways you’re giving back or supporting local initiatives.
The result? A brand that people admire, trust, and are happy to support, surrounded by positive conversations – which can directly translate to increased sales, and long-term loyalty.
A human connection
At its core, PR is about generating conversations. It’s not always about spinning a perfect image – it’s about sharing your story in a way that feels authentic, honest, and human.
When done right, PR helps people see the human side of your business. It bridges the gap between what you stand for and what your audience cares about. It turns you from just another business into a brand people believe in, resonate with, and are happy to buy into.
Communicating your values isn’t just good for your conscience – it’s good for business. It attracts loyal customers, strengthens your reputation, and sets you apart. So, if your values have been sitting in the background, now’s the time to bring them forward and show your audience what you stand for.
To have a chat how our PR strategies can bring your values to life, get in touch with nadia.cohen@cigroup.co.uk.
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Emphasise emotional storytelling
Parents are often drawn to brands that resonate with their values and experiences. Emotional storytelling is a powerful tool for building trust and creating a connection with your audience. Heartwarming narratives that highlight the joy of family moments should be incorporated into marketing content, such as the magic of baby’s first Christmas, and how your brand’s products can make these moments even more special.
As trusted voices within the parenting community who share their own family experiences and product recommendations, working with influencers is great way to achieve this. When influencers create content that showcases family-orientated Christmas traditions, the excitement from little ones during the festive period, or the milestones of early parenthood, they provide real-life examples that resonate with parents. This form of user-generated content can often be the most relatable and impactful to consumers.
Maximising media coverage
‘Best gifts’ roundups and Christmas buying guides serve as trusted resources for consumers, providing curated recommendations during the peak shopping season. Visibility in these lists enhances brand credibility, driving consumer trust and increasing the likelihood of purchase.
Most publications and blogs plan their content months in advance. Brands should start pitching to journalists and bloggers by early autumn to secure a spot in popular gift guides. Maximise your chances of securing placement by highlighting your product’s unique features – such as safety, sustainability, or innovation – and explain why it’s the perfect Christmas gift for babies or new parents.
Capitalise on consumers shopping habits
Parents are proactive in their shopping habits, with many intending to complete their Christmas shopping earlier than non-parents. For instance, 18% of parents plan to shop in September and October, compared to 13% of non-parents.
By keeping this in mind and staying attuned to the shopping habits of parents, brands can use these to their leverage. Running well-timed promotional offers that occur earlier in the year when parents are on the lookout for deals, including Black Friday discounts, brands are able to entice shoppers to choose their products over competitors’.
To discuss PR for your brand, please contact nadia.cohen@cigroup.co.uk.
]]>These influencers offer brands a direct line to engaged audiences who value genuine recommendations over glossy adverts. By now, most parenting brands have long been familiar with using influencer collaborations to build trust and brand awareness. The question isn’t whether to work with them – it’s how to do it better.
Build Long-Term Relationships
One-off sponsored posts might boost awareness, but it’s lasting partnerships that foster trust. Using influencers as longer-term brand ambassadors is a fantastic tool to help brands tell more meaningful stories over time.
A stroller brand, for example, could showcase its product’s journey with a family – from newborn through to toddler years. When influencers share how a product evolves with their needs and showcase it being regularly used in their content, it creates an authentic narrative that resonates with their audience.
Emotional Storytelling Matters
Good influencers don’t just sell products; they share solutions to real-life problems. A review of a baby carrier isn’t just about its features – it’s about how it made life easier for a sleep-deprived mum juggling two toddlers. This kind of emotional storytelling is where the magic happens – followers connect to these stories because they see themselves in them.
For brands, this means that choosing the right influencers is critical. Look for creators who excel at inviting their audiences into their world by weaving personal stories into their content, helping followers to feel seen, understood, and inspired.
Don’t Overlook Micro Influencers
Micro influencers – as Gen Z would phrase it – should not be slept on. Big-name influencers can deliver broad reach, but micro influencers often have more engaged, loyal audiences. Their recommendations feel personal, like advice from a friend. For example, a mum influencer with 10k followers posting about how a teething gel saved her sanity can often have more impact than a celebrity-style endorsement.
For brands, micro influencers represent a cost-effective way to build trust with highly targeted audiences. It’s not about how many followers they have – it’s about how closely aligned they are with your brand values and audience.
And What To Avoid?
Carefully vet influencers before collaborating. Steer clear of influencers whose pages are oversaturated with collaborations – audiences are quick to notice when a feed resembles an ad catalogue more than an authentic glimpse into someone’s life. Work with those who strike a balance between collaborations and authentic content, so their endorsements feel like genuine recommendations, and not just another sponsored post.
Avoid prioritising follower count over engagement, and ensure the influencer aligns with your brand’s values and target market – an influencer who doesn’t genuinely fit your product’s ethos can make the collaboration feel forced. By focusing on authenticity and relevance, your partnership will resonate more effectively with parents and drive better results.
]]>The Art of Storytelling Amidst Information Overload
Every day, consumers are bombarded with a deluge of information. Brands must cut through this noise to build lasting reputations rooted in authenticity and engagement. At its core, PR is about crafting and sharing stories that align with a brand’s mission and values. Authentic storytelling fosters emotional connections, which studies show directly influence purchasing decisions. By strategically narrating these stories across multiple touchpoints, PR helps brands stand out in the digital landscape and establish all-important trust and credibility.
Integrated Communication: Beyond the Press Release
Modern PR is no longer confined to traditional media outlets. In today’s age, it thrives on the integration of platforms like social media, blogs and podcasts to connect directly with consumers. This approach ensures consistency across all channels, reinforcing the brand’s identity and values. A cohesive strategy amplifies the impact, creating resonance that sticks with audiences long after they engage with the content.
Amplifying Positive Visibility
While digital platforms provide an opportunity for brands to reach their audiences directly, PR is the engine that drives visibility. From securing media placements and influencer collaborations to optimising press releases for search engines, PR ensures that positive stories about a brand are seen by the right audiences. This targeted approach not only increases awareness, but also solidifies a brand’s standing as an industry leader.
Controlling the Narrative in Real-Time
The internet never sleeps, and neither do conversations about brands. One negative review or viral post can quickly spiral into a crisis. When challenges threatening brand reputation arise, poorly managed communications can exacerbate damage. Here, a PR crisis strategy that acts swiftly and transparently is essential to mitigating the impact and preserving consumer trust.
Creating Authentic Two-Way Communication
The rise of social media has transformed how brands interact with their customers. PR bridges the gap between companies and consumers, fostering genuine two-way communication. By engaging in meaningful dialogue, responding to concerns, and leveraging user-generated content, PR helps brands humanise their presence and build loyal communities.
PR in the digital age is not just about managing a brand’s image; it’s about shaping its voice, forging meaningful connections, and driving growth. Brands that embrace PR as an integral part of their marketing strategy will find themselves not just adapting to change, but firmly establishing their presence within today’s landscape.
]]>- Use Discounts to Drive Brand Familiarity
Research shows that 83% of UK consumers compare prices to find the best discounts, and 65% plan to shop during sales to save money, such as Black Friday. For baby brands, offering targeted discounts on high-demand and often pricey essentials can encourage parents to try new products. Discounts can often serve as an entry point for first-time customers. Once they have a positive experience, they’re more likely to return, as 67% of consumers tend to repurchase from brands, they’re familiar with.
- Focus on Value-Driven Promotions
In 2023, 29% of UK consumers reported a heightened focus on affordability due to rising costs. Parents are particularly conscious of quality versus cost, especially with everyday essentials for babies and toddlers. By creating value bundles or offering loyalty programs, brands can meet parents’ needs for both quality and affordability, turning cost-sensitive shoppers into loyal customers who appreciate the brand’s dedication to value.
Promotions and loyalty schemes also lead to repeat purchases, which are critical, as studies show that repeat customers spend up to 67% more than new ones
- Highlight Practical, Multi-Use Products
Parents frequently look for items that are not only affordable, but also functional and long-lasting. By positioning products as versatile or growth-supportive—like toys that adapt with a child’s development—brands increase the chance that parents will continue buying across product lines. Familiarity with a product’s reliability can encourage parents to explore additional products within the brand, fostering trust and preference.
- Create an Integrated Shopping Experience
Despite the popularity of online shopping due to the convenience it offers consumers, 2023 data shows that 50% of UK shoppers prefer in-store purchases for certain items. This experience is often critical for parents making investments in high-cost baby essentials such as car seats, strollers and cribs, whereby the ability to see, feel, and test products in person provides reassurance about quality and safety.
Baby brands should provide both online convenience and engaging in-store experiences, such as eye-catching displays and hands-on product demos. For parents who prefer online shopping, interactive content like “try-before-you-buy” features, product demonstrations, or links to product showcases on influencers’ social media channels can be impactful.
Understanding and leveraging consumer shopping habits offers baby and parenting brands a powerful strategy to stand out in a competitive market. By aligning with key trends, brands can turn initial purchases into long-term customer loyalty. When parents try a product due to a discount or convenience, it often establishes a positive brand association, increasing the likelihood of future purchases – thus, brands can foster loyalty and become go-to choices for parents.
To discuss PR for your brand, contact nadia.cohen@cigroup.co.uk
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Parenting, like all aspects of life, evolves with cultural, technological, and societal shifts.
As we approach 2025, several key trends are emerging that reflect modern parents’ priorities and the challenges they face in an increasingly connected and fast-paced industry. The top parenting trends for 2025 encompass a mix of technology-driven innovations, evolving perspectives on education, mental health awareness, and a deepened focus on sustainability and inclusivity. Let’s dive into some of these trends that are shaping how parents are raising their children in the coming years.
- Eco-conscious Parenting
As concerns about climate change and sustainability become even more pressing, eco-conscious parenting will continue to grow in importance. Parents are becoming increasingly aware of their environmental impact and are striving to raise their children with values that prioritise sustainability. This trend encompasses everything from using eco-friendly nappies and baby products to choosing sustainable clothing, toys, and even educational resources. Additionally, eco-conscious parenting involves making greener choices in day-to-day life, such as minimising plastic usage, opting for second-hand items, and supporting brands that prioritise ethical production and environmental stewardship.
- Tech-savvy Parenting
With the rapid advancement of technology, tech-savvy parenting is expected to continue evolving through 2025. Parents are increasingly relying on apps and devices to monitor their children’s well-being, whether it’s through smart baby monitors, AI-powered educational tools, or health-tracking wearables. Technology is playing an essential role in making parenting more efficient and informed, offering parents data on their child’s sleep patterns, nutrition, or even emotional health. However, along with the benefits, tech-savvy parenting also requires parents to navigate the challenges of screen time management and digital safety. Many parents are becoming more deliberate in teaching their children about responsible technology use, emphasising digital literacy and helping kids balance their online and offline lives.
- Flexible and Personalized Education
The education landscape is undergoing a transformation, and by 2025, personalised education options are expected to be more mainstream. Flexible schooling models, such as hybrid homeschooling, online learning platforms, and micro-schools, are becoming increasingly popular among parents who want a more tailored approach to their children’s education. Parents are seeking out educational environments that cater to their child’s unique learning style, offering more individualised attention than traditional schools. This shift is partly driven by dissatisfaction with the one-size-fits-all approach of traditional schooling, as well as the increasing demand for digital skills in the modern economy. In this new model, parents are taking a more active role in their children’s education, ensuring they are prepared for the challenges of the future.
To conclude, the top parenting trends of 2025 reflect the shifting values of modern families, as parents focus on creating nurturing, inclusive, and sustainable environments for their children. As technology advances and society becomes more interconnected, parents are becoming more mindful, eco-conscious, and flexible in their approach, setting the stage for a generation that is resilient, empathetic, and well-prepared for the future.
To discuss PR for your brand contact nadia.cohen@cigroup.co.uk
From Malaysia to South Africa, Colombia to Netherlands, there were stands featuring destinations from all over the globe. Alternatively, for those looking for locations closer to home, there were venues in virtually every region and city across the UK, ready to engage with event organisers including Sophie Hughes of the CI Group who was a Hosted Buyer.
The Clareville team were supporting two of our clients at the show. Wyboston Lakes Resort were very busy throughout the two days meeting a wide range of existing and potential clients, while Net Zero Carbon Events featured in the show’s Education programme.
Clareville had arranged a panel discussion entitled How to create a roadmap and progress towards Net Zero Carbon Emissions. Moderated by James Lancaster, editorial director of Northstar Media, the session attracted a full house to hear Ben Wielgus, Head of Sustainability at Informa plc, Natalie Sykes, Sustainability Manager of ExCel London and Richard Allchild, Head of Sales North America at the IMEX Group share their fascinating experience and valuable advice on this important topic.
Altogether, for Clareville and its clients it was a highly successful day and to everyone in the events industry – it’s a day well spent!
]]>We attended the Youth Marketing Strategy Event 2024 at the Truman Brewery on Brick Lane to hear marketers from various sectors speak about all things Gen Z.
In the marketing industry where influencer partnerships are becoming an essential pillar of a brand’s strategy, we learned the issues at the heart of Gen Z and how brands can connect with young people authentically on what matters to them.
Pion, an insights agency and organiser of the event, revealed that wellness, diversity and financial security are three important causes Gen Z are valuing today. After surveying over 4,000 Gen-Z, Pion found that the current climate revolves around these four trends:
- Climate crisis – Young people would like to see brands support sustainability and be informed on the actions that they are taking to protect our planet.
- Global conflict – Gen Z are living through wars and exposed to global conflict. How can brands be vocal about justice and fairness, as well as connect with those living in war-torn cities.
- Health anxiety – Mental wellbeing and self-care is a part of our lifestyle. But in a world where Gen Z digest news and content online, brands should think of how they can encourage them to prioritise what is important.
- A cost-of-living crisis – They’re experiencing the effects of the global pandemic and Brexit in our daily lives. Despite the current economic condition, 63% of Gen Z say that they value being present in the moment with others over how much the experience costs.
Taking these trends as a starting point in creating an impactful strategy for a campaign or initiative that aligns with what concerns Gen Z.
On a panel around working smarter not harder on influencer strategies, experts from Samsung, Pinterest, Monzo and WeArisma, shared advice on how brands can leverage industry-led tools and social media to help them work efficiently without sacrificing time.
The suggestions include:
- Using AI – Although there’s still controversy around using AI professionally, Pion reports that 36% of Gen Z are using AI to create and curate content for social media.
- Access to data sets and insights – Having access to insights such as reports around trends will enable a brand to scan through cultural whitespaces and see what is relevant in the current landscape, which will help with the strategy of a campaign.
- Select metrics based on your objective – Brands should focus on the objective of the campaign and select metrics that align with this. What is the objective of the campaign: Is it to increase the share of voice, change brand perception or increase traffic sales?
- It’s not all about TikTok – Although the video social app remains a favourite amongst Gen Z, with 74% of them using the platform, there has been a surge in Instagram Reels as young people have reported feeling ‘TikTok burnout’ and opening Instagram more as they enjoy scrolling.
Despite social media serving different purposes, from connecting with friends and family, and meeting new people, to consuming news and engaging in conversations online, 1 in 2 Gen Zs wish there was a way to disconnect.
An online presence is supporting factor in the success of a brand, as is connecting with consumers. But when the consumer is experiencing information fatigue, how can brands connect with them? Authenticity matters – this takes time and research. Brands should invest in research by ensuring that they’re checking cultural sensitives and approaching their audience with sincerity.
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To navigate this landscape successfully, baby brands must adopt strategic Public Relations (PR) tactics that resonate with their audience.
Here are three essential PR tips from the Clareville PR team for baby brands aiming to leave a lasting impression.
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Leverage the Power of Storytelling
Stories connect us. They have the power to evoke emotions, foster connections, and build trust. For baby brands, storytelling isn’t just a tactic; it’s a necessity. Share the stories behind your products, the people who create them, and the families who use them. This approach not only humanizes your brand but also creates an emotional connection with your audience. When parents can see and feel the care and thought that go into your products, they’re more likely to trust and choose your brand for their little ones.
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Engage Authentically on Social Media
Social media is a dynamic platform for engaging with your target audience. However, the key to success is authenticity. Parents value genuine interactions and content that adds value to their lives. Use social media to share useful tips, insights into your production process, and real stories from your community. Engagement goes beyond likes and shares; it’s about creating a sense of belonging and support within your online community.
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Highlight Your Commitment to Safety and Quality
For parents, nothing is more important than the safety and well-being of their children. Make your commitment to product safety and quality a cornerstone of your PR strategy. Use every opportunity to communicate the rigorous standards your products meet, any certifications you’ve achieved, and the innovative features designed to ensure safety. Transparency in these areas not only reassures parents but also positions your brand as a leader in safety and quality within the baby product industry.
Featured in Nursery Today Magazine
The Clareville PR Team, which specialise in baby PR, has been featured in Nursery Today magazine.
The feature highlights our dedication to innovation, quality, and a deep understanding of the needs of modern parents and their children.
By focusing on authentic storytelling, meaningful social media engagement, and an unwavering commitment to safety and quality, we aim to not only stand out but to make a genuine difference in the world of parenting.
Read the article here: Nursery Today March 2024
Inclusive Messaging: Breaking Stereotypes In 2024
Parenting PR is moving towards more inclusive messaging. Brands are recognising the diversity within families and are adopting campaigns that break free from traditional stereotypes. From single-parent households to non-traditional family structures, inclusivity is becoming a key focus in parenting PR strategies.
Tech-Integrated Parenting: Embracing the Digital Age
With technology playing an increasingly integral role in parenting, PR strategies are adapting to the digital age. Expect to see more campaigns that highlight tech-savvy parenting solutions, such as smart parenting apps, online communities, and interactive platforms that enhance the parenting experience.
Sustainable Parenting: Eco-Friendly Campaigns
As environmental concerns continue to grow, parenting PR is placing a spotlight on sustainable living. Brands are incorporating eco-friendly messaging into their campaigns, promoting products and practices that align with the values of environmentally conscious parents.
Parenting Influencers: Rise of the Micro-Influencers
Parenting influencers are no longer confined to the realm of celebrities. Micro-influencers—individuals with smaller, highly engaged audiences—are gaining prominence. PR strategies are shifting towards collaborating with relatable parenting figures who connect on a personal level with their followers.
Virtual Parenting Events: Adapting to Changing Times
In the wake of global events that have shifted the landscape of social interactions, virtual parenting events are becoming a staple in PR strategies. From online workshops to virtual playdates, brands are leveraging digital platforms to connect with parents and create meaningful experiences.
Parenting Podcasts: The Power of Audio Content
Podcasts have emerged as a powerful medium for conveying information and building connections. Parenting PR is tapping into this trend, with brands sponsoring or creating their own parenting podcasts to engage with their target audience through authentic and informative discussions.
Mental Health Awareness: Prioritising Parental Well-being
Acknowledging the importance of mental health in parenting, PR campaigns are putting a greater emphasis on destigmatising mental health struggles. Brands are aligning themselves with initiatives that promote parental well-being, offering support and resources to navigate the challenges of parenthood.
Data-Driven Strategies: Understanding Parenting Trends
In 2024, parenting PR is becoming more data-driven. Brands are leveraging analytics to understand parenting trends, tailoring their campaigns to address specific needs and concerns within the parenting community. This data-centric approach allows for more targeted and effective communication.
Personalised Content: Tailoring Messages for Parents
One-size-fits-all messaging is a thing of the past. Parenting PR is now embracing personalised content, tailoring messages to resonate with specific demographics and individual parenting styles. This approach fosters a deeper connection between brands and parents, as it speaks directly to their unique experiences.
Brand Transparency: Building Trust through Authenticity
Trust is paramount in parenting PR, and in 2024, brand transparency is taking centre stage. Parents are more discerning than ever, and campaigns that emphasise authenticity, ethical practices, and genuine connections are gaining traction. Building trust through transparent communication is key to long-term success.
The landscape of parenting PR is evolving rapidly, reflecting the dynamic nature of modern parenthood. As we step into 2024, embracing inclusivity, technology, sustainability, and authenticity will be crucial for brands and influencers looking to make a lasting impact on the parenting community. By staying attuned to these trends, parenting PR professionals can navigate the ever-changing landscape with creativity, empathy, and effectiveness
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