A small strategic shift can make a measurable difference. In our collaboration with the Swedish pharmacy Apotek Hjärtat, we moved away from promotional codes and instead highlighted what other parents in the same life stage were choosing. Rather than leading with discounts, we led with relevance, trust, and curiosity about what others are buying. The result? Communication built around social proof delivered a 91% higher open rate compared to traditional offer-driven messaging — a 91% uplift driven by one simple change.

Why social proof works — especially among expecting and new parents:

Parents seek reassurance when everything is new.

Pregnancy and early parenthood come with increased responsibility and uncertainty. You’re preparing for a new family member while navigating an entirely new reality. As a result, parents actively look for validation that they are making the “right” choices.

Relatability builds trust faster than discounts.

Recommendations from others in the same life stage feel more relevant and credible than generic promotions.

Less time, simpler decisions.

With limited time and energy, curated messages like “what others like you chose” simplify decision-making and reduce friction.
For marketers targeting families, the takeaway is clear: this audience doesn’t just respond to price — they respond to proof.

Want to understand this audience better – or reach them at the right moment? Get in touch with Baby Journey to learn how our insights and data can support your brand.