By Michael Browning Jr., Unleashed Brands

Parents today are navigating a different world than the one they grew up in — one where kids are bombarded by screens, social pressures, and a pace of life that often leaves little room for joy, movement, or self-discovery.

At Unleashed Brands — the leading youth enrichment platform serving 20 million kids annually — we recently conducted a national survey of 1,000 U.S. parents to better understand their mindset and what services they are looking for as consumers. The numbers make one thing clear: there is strong demand for enrichment experiences that go beyond screens, supporting emotional development and helping kids discover who they are destined to be. This data is important when talking about the demand present within the child service industry.

Parents aren’t just looking for something to fill time. They’re searching for opportunities to help their kids grow into strong, confident, and emotionally healthy people.

The Screen Time Struggle is Real

Parents today are more intentional than ever about how their children spend their time. Out of the group of school-aged parents surveyed, our research found that 64 percent of parents are concerned about excessive screen time, along with other fears such as negative peer influence and social exclusion. These concerns reflect more than fleeting frustration; they point to a deeper desire for experiences that help kids learn, grow and thrive in the real world. And families are actively seeking programs that hit these marks, they want their children to be involved in environments that are interactive, emotionally safe, and drive meaningful development.

The New “Non-Negotiables” for Family Spending

Even during uncertain economic times, there’s a trend in parents showing a strong willingness to invest in programs their children love, particularly those that feel purposeful and offer visible developmental benefits. The interest in enrichment programs remains strong. Parents continue to prioritize activities that build creativity, confidence, and mental wellness. When families do scale back, it’s rarely from a lack of interest. It’s typically driven by affordability challenges or convenience barriers like timing and logistics. That’s an important note for entrepreneurs and franchise operators in the children’s services space; the demand is strong and accessibility is key to driving growth.

Parents are most willing to invest when a program is something their child genuinely loves, feels purposeful, and shows visible developmental benefits. Whether it’s martial arts, gymnastics, swimming, STEAM projects, today’s families prioritize what builds lasting passion with their children, not just short-term entertainment.

Looking Ahead: A Stronger Future for Families

We’re at a turning point in the children’s services industry. Over the next decade, it won’t be about offering more; it will be about doing more with meaning. Families are hungry for enrichment brands that help build better humans.

At Unleashed Brands, we believe that when we invest in our kids, we invest in the future. And that’s a mission worth building a business around.

Michael Browning Jr. is the CEO of Unleashed Brands.