A small strategic change can make a measurable difference. In our collaboration with Apotek Hjärtat, we chose to move away from promotional codes and instead highlight what other parents in the same life phase chose. Instead of leading with discounts, we led with relevance, security and curiosity about what others buy.

The result? Communication built on social proof generated a 91 % higher open rate compared to traditional offer-based communication - an increase of 91 % driven by a single, simple change.

Why social proof works - especially for expectant and new parents

Parents seek security when everything is new.

Pregnancy and the early days of parenthood bring increased responsibilities and uncertainty. You are preparing for a new family member while navigating a whole new reality. Therefore, parents actively seek confirmation that they are making the “right” choice.

Relatability builds trust faster than discounts.

Recommendations from others in the same life stage are perceived as more relevant and credible than general campaigns.

Less time, easier 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 conclusion is clear: the target audience doesn't just react to price - they react to evidence.

Do you want to understand this audience better - or reach them at the right time? Get in touch with us at Baby Journey and we'll tell you more about how our insights and data can help your brand.