“Marketing to the Modern Family”
offers research with actionable insights on how evolvingfamily dynamics will affect how companies market their brands.
In partnership research firm StrategyOne, Edelman took a close look at the influences on families today
from the economy to demographic shifts, technology to health & wellness. We found that the essence
of parenting hasn’
t changed; but all
of these factors have caused a shift. It’s Brady Bunch to Modern
Family. Happily Married to Happily Not Married. Family of Four to Multi-Generational Home.And Parenthood today looks very different as a result.
“Marketing to the Modern Family” is informed by a US
study and influenced by a diverse expert panelcomprised of single and GLBT parents, working moms, multicultural heads of household andgrandparents with a range of knowledge in technology, finance, pop culture and health & wellness. The
study was fielded to 2,400+ members of the “Modern Family,” with an oversample for GLBT and
The Time is Right:
Only 4% of today’s families fall into the Census definition of “traditional”
SAH mom, workingdad with kids under 18
Minorities make up nearly half the children born in the U.S.
African-American households headed by women now exceed African-American households withmarried couples
40% of all children are born to single moms in the U.S. today
2 MM children are being raised by GLBT parents
*Source, US Census 2010, Family Equality Council 2011
The Motherload Gets Heavier:
Mom is taking on binary roles as in charge at work and incharge in the home.
41% of moms say they are the sole decision maker for their family purchases
Plus, they are taking on more than they did in the past
Managing family finances (70% to 86%)
Earning money (61% to 75%)
Buying technology oriented items (57% to 78%)
Buying a car (57% to 84%)