• by July 31, 2006

For all of you out there who were latchkey kids, the trend may be in the process of reversing itself. In fact, the findings of a new report from Yankelovich called "Parents Y*Report: Exploring the New Family Dynamic," points to the fact that parents are "taking back parenting."

Hmmm. The report indicates that latchkey kids who are now parents are rejecting the hands-off approach in favor of taking a more active role in their children's lives.

Too, the study finds that parents increasingly believe in making time for themselves because they "have a right to live as well as they want, even if it means leaving less to their children," a trend dubbed "iPriority" by Yankelovich.

"Marketers must refresh their understanding of parents," said John Page, youth insights manager at Yankelovich, in a statement. "Understanding how parents have evolved--and continue to change--is the knowledge that marketers need now."

Here are some of the insights from the Yankelovich study:

Generational shifts: In 1995, Baby Boomers comprised 65 percent of parents, with kids under the age of 18; today, they make up just 37 percent. GenXers are now the largest parenting generational cohort (46 percent) with kids under age 18.

Informational Shifts: Since 2000, the percentage of parents with kids under 18 with Internet access has risen from 45 percent to 65 percent. And 78 percent of today's parents report they "know how to get the information I need to make decisions," up from 67 percent in 2001.

Attitudinal Shifts: Since the mid-1990s, parents have turned more of their attention to the home. In 1995, 38 percent of parents with kids under 18 agreed that "people's main responsibility is to themselves and their family--not to making the world a better place to live in." By 2005, that percentage rose to 46 percent. Almost all (90 percent) parents agree that "I talk with my kids about many more things than my parents talked to me about."

"Parents are literally taking back the parenting function," said Yankelovich President J. Walker Smith, in a statement, adding, "but this behavior is also closely linked to their desire to be true to themselves--what we call 'personal authenticity.'"

The report also finds that many working parents feel they should spend more time with their families. In fact, two-thirds of full-time working mothers agree that "most working mothers would rather stay at home and be with their children full-time," up from 53 percent in 1994.

And, more than half of all fathers (59 percent) who work full or part-time agree that "people who take advantage of flexible work arrangements usually pay some kind of price professionally," compared with 39 percent in 2001.

On the iPriority front, Yankelovich finds that parents are increasingly treating themselves to indulgences that nurture the body and soul. So, 48 percent find time to take a nap (versus 36 percent in 2002); 43 percent spend some quality time alone (versus 37 percent in 2002); and 31 percent eat something decadent or sinful (versus 20 percent in 2002). Shocking! Now, what parent would honestly deny herself something decadent--or heaven forbid, sinful?