Franchising World Article: July 2025

 By Michael Browning Jr., CEO of Unleashed Brands

Parents today are navigating a world vastly different from the one they grew up in—a world where kids are bombarded by screens, social pressures, and a fast-paced lifestyle 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 they’re truly looking for as consumers. The data makes one thing clear: there is strong demand for enrichment experiences that go beyond screens, support emotional development, and help kids discover who they are destined to be. 

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

The Screen Time Struggle is Real 

Today’s parents are more intentional than ever about how their children spend their time. Among the parents we surveyed, 64% expressed concern about excessive screen time, along with related worries about peer influence and social exclusion. These aren’t just momentary frustrations—they reveal a deeper desire for real-life experiences that help kids learn, grow, and thrive in the real world.

Families are actively seeking enrichment programs that are interactive, emotionally safe, and that foster meaningful development.

The New “Non-Negotiables” for Family Spending 

Even in today’s uncertain economic climate, parents continue to show a strong willingness to invest in programs that their children love, particularly those that feel purposeful and offer visible developmental benefits.

They’re prioritizing activities that build:

• Creativity
• Confidence
• Mental wellness
   

When families do scale back, it’s not because they’ve lost interest—it’s usually due to affordability or logistical constraints like timing and convenience. That’s an important distinction for anyone in the children’s services space: the demand is strong. Accessibility is key.

Parents are most willing to invest in programs that:

• Their child genuinely enjoys 
• Feel purposeful
• Offer consistent developmental progress
   

Whether it’s martial arts, gymnastics, swimming, STEAM projects, or youth leagues, today’s parents are focused on long-term value—not just short-term entertainment.

 Looking Ahead: A Stronger Future for Families 

 We’re at a turning point in the children’s services industry. The next decade won’t be about simply offering more; it will be about doing more with meaning.

Families are looking for brands that help them build better humans—not just busy schedules. They want trusted partners who understand their needs, meet them where they are, and support their vision for who their kids can become.

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.