AIM (Actionable Insights)

Children today are ‘economically ‘worthless’ but emotionally ‘priceless’
– Sociologist Viviana Zelizer

Today’s generation of parents is that of achievers, who take their roles as parents as seriously as they take their professions, paying attention to every bit of information, research, experiences on the subject. They are involved in their children, ensure they spend quality time with them and strive hard to get them the best they can. They are able and confident individuals. Yet as parents, today’s parents are far more insecure and sceptical than their own parents.

With so many ‘resources’ at their fingertips; new findings in the field of parenting, new products and apps, books and magazines to help parents get better at their jobs, why are parents still searching and finding for answers to their parenting insecurities?

The reason is – access to too much information. One needs to only look at parenting section in a bookstore or library to understand the scope of information overload in parenting today. Not to mention the scores of subtle but more powerful messages coming from mainstream media and advertising.

We, today’s parents, are continuously trying to keep up with our image of an ‘ideal’ parent, which is altered with every new piece of information released into our brains (read, all the time), leaving us feeling less confident about our actions and beliefs.

Through AIM, we intend to create an unbiased, open-minded platform for parents;

1. to enable a precise understanding of the environment they are raising children in,
2. to bring forward 3 secret forces that drive most of our actions – money, mind and media.
3. to come together as a learning community of conscious, thinking and confident parents who will take nothing short of the best for their families.
4. to reclaim their ‘powers’ in raising their children.