Capitalising on the ‘Core Memories’ Trend: What Marketers Need to Know

Hayley James, Associate Director at global brand experience agency, Sense

Parents are one of the toughest groups for marketers to reach. We’re busy, overstimulated, and just trying to make it through the day without bribing our little ones with another snack. Between juggling work, children, and – let’s be honest – our own sanity at times, marketers are fighting for our attention in a media landscape that feels like a never-ending game of Whack-a-Mole.

So, how can brands break through this noise and connect with today’s parents? The answer might be simpler – and more nostalgic – than you think: create Core Memories.

Why Core Memories Matter to Modern Parents

The concept of Core Memories – made famous by Pixar’s 2015 movie Inside Out and amplified by TikTok – isn’t just a cute catchphrase, it’s the mantra of so many Millennial and Gen Z parents. These parents are striving to make memorable, emotional experiences for their children more than any generation before them. Studies show that parents today spend twice as much time with their children as parents did 50 years ago, with 77% prioritising time with their young ones over their careers.

Much like flipping a pancake, parents today are constantly turning moments into memories – some land perfectly golden, while others might end up a little messy, but they’re all part of the experience.

As a mum of two children under three, I’m constantly searching for new and exciting activities to keep us entertained and to add to the ‘memory book’ – and I know I’m not alone. My eldest has been to more Santa’s Grottos, children’s museums, immersive shows, and “family day dates” than I experienced in my entire childhood. As my partner and I hover in a muddy car park for the pumpkin patch, with one child on the potty and another crying on the back seat because she’s missed her nap, we wonder, is it all worth it? Yet as each weekend comes around, I find myself searching for ‘what’s on’ articles and Facebook mum groups to see what other kiddie madness we can sign ourselves up to. The funniest part? I’m not convinced they will recall much (any?) of it. But that’s okay, because for us, it’s the magical bits that we remember and the photos we cherish – and not the fact that we got lost on the way and we forgot to pack the essentials (aka, snacks).

On the flip side, some call this trend the ‘intensification’ of parenting—a highly  involved approach where children’s experiences are often curated like a  highlight reel. Others critique it as performative – corny at best and malignant at  worst, especially when splashed across social media. But I believe that at its  core, this movement isn’t about validation; it’s about a genuine desire to create  joy and connection in a fast-paced, digital world.

The Screen Time Factor: A Catalyst for Change

This desire to create Core Memories in the real world is also fuelled by the growing backlash against excessive screen time. Parents want their kids to build confidence, develop social skills and maybe – just maybe – learn how to sit in a restaurant without the aid of a device. Research shows that 86% of parents worry about their kids’ screen time, and 63% believe that prolonged digital exposure is bad for their children’s health.

This concern is sparking global action. Australia recently passed a groundbreaking law banning social media for children under 16. France and the US have introduced regulations aimed at protecting minors online. In the UK, St Albans is set to become the first city to go smartphone-free for children under 14. China led the way in 2021, imposing strict limits on gaming and short video consumption – rules widely welcomed by parents.

With 44% of US households and 43% of UK households comprising parents and children, this shift away from screens is a major cultural moment that brands cannot ignore. According to the Accenture Life Trends 2025 report, we may be witnessing the beginning of a seismic change: a move toward real-world engagement that could render traditional digital marketing strategies far less effective. We could see a wholesale rethink of how and where to market to anyone under 16, which could decimate some services and create opportunities for others.

The Opportunity for Brands: Create Real-World Experiences

As more parents seek offline activities, brands that deliver interactive, engaging experiences will come out ahead – not just now, but in the long term. The potential for creativity is limitless across industries, from toys and entertainment to FMCG/CPG and retail.

Some brands that are leading the way:

• LEGO is the master of experiential marketing, launching immersive art galleries, library pop-ups, and even a mobile florist shop.
• Moonbug’s CoComelon introduced a ticketed live experience in a mall in the US, packed with playful interactions.
• Hasbro has brought My Little Pony, Transformers, and Bop It to life through interactive roadshows.
• Merlin Entertainments continues to create exclusive branded experiences with popular IPs, such as Peppa Pig and Sonic.
• Haribo made waves by launching the UK’s largest ball pit, turning candy marketing into a family-friendly adventure.
• Westfield recently partnered with Inside Out 2 for an overnight stay experience at their London mall, complete with popcorn, yoga, and breakfast.
• Immersive theatre experiences featuring beloved characters like Paddington Bear, Bluey and Shrek are booming.

The Takeaway: How Brands Can Win With Parents

Creating engaging, memorable experiences for families requires thoughtful planning. Here are ten top tips to guide the way.

1. Know your audience. “Children” is a broad category, so conduct thorough research on your specific target age group’s development stage and interests
2. Spark emotion. Identify the key emotion you want your experience to evoke and ideate tactics to bring that to life
3. Think like a kid. Brainstorm ways to incorporate entertaining elements like humour, storytelling, music and gamification
4. Create balance. Create environments that stimulate unstructured play, curiosity and discovery, while also exploring active participation through contests, hunts and challenges. Just don’t force the fun
5. Never allow a dull moment. If the experience includes a wait, it should be a joyous part of the experience, not a hassle
6. Appoint an all-star front line. Parents love it when someone else entertains their kids. Be sure your staff has experience working with children and that they can confidently embody the values of the brand
7. Keep it kid-appropriate. Establish clear guidelines for child-friendly messaging and visuals, informed by child development experts, ensuring all aspects comply with relevant laws and standards
8. Welcome everyone. Be inclusive by facilitating an experience that every family can enjoy, taking into account physical disabilities, medical conditions and sensory needs
9. Don’t forget the parents. Take a cue from Disney—how can you wink to the adults, while delighting the little ones?
10. Measure success. Set clear goals upfront and use a mix of qualitative and quantitative methods to assess impact

As marketers, we often forget that people don’t care about brands – and kids will be our harshest critics. The goal should never be to own these precious moments but to facilitate them. If you can offer an experience filled with laughter, connection and play, you’ll not only foster loyalty but you’re also helping to create memories that will hopefully last a lifetime. And who doesn’t want to be part of that?

And for fellow parents? A word of advice: don’t forget the snacks.

BY Hayley James, Associate Director at global brand experience agency, Sense

Source: Sense

  Agency, Hayley James, Marketing, Opinion Piece, Sense