The Bump: Future of Parenting Report 2025 states that the current generation of parents is the most socially and environmentally conscious compared to previous generations. 

"We see that the future of the mom & kids industry in Indonesia will be determined by brands that not only sell products, but also build value, relevance, and long-term relationships with parents," said Yvanna Mayer, VP of Mom & Kids Category at Hypefast, in an official statement in Jakarta on Tuesday. 

Yvanna explained that this has given rise to a wave of conscious parenting, a parenting style based on parents' awareness of the importance of building strong bonds with their children. 

She cited the example of the Indonesian mom & kid industry landscape where young parents no longer make decisions solely based on price or popularity. 

Instead, they consider safety, sustainability, and cultural and emotional relevance. This phenomenon is creating a significant shift in the way parents choose products for their children. 

Young parents also prioritize solutions that align with their values and lifestyle. 

In response to this phenomenon, Yvana stated that Hypefast, which houses a number of local brands, is actively sharing knowledge about the consumer behavior of young parents in Indonesia. 

According to her, more than 90 percent of mothers in Indonesia are active social media users, and more than 50 percent of them use digital platforms to find parenting resources. 

Hypefast's brands will capitalize on this opportunity by sharing educational content, parenting articles, and webinars presented in a light and relatable manner, strengthening their position as trusted partners in parenting. 

"Local brands can build trust through consistent and contextual education. This is where social media and digital content play a strategic role," Yvanna said. 

Hypefast is also implementing a comprehensive strategy encompassing three main pillars: safe and sustainable products, strong communities, and relevant and accessible digital education. 

Hypefast also encourages brands to expand access to parenting products and education to various regions in Indonesia, including previously untouched areas.