What Brands Can Do Today

To Be Relevant Tomorrow

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The essence of parenting hasn’t changed. What’s changed? The look and make-up of the American Family.

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We’ve Seen A Seismic Shift Demographics – Pop Culture – Society & Technology

Only 4% of today’s families fall into the Census definition of “traditional”

There are nearly 1 MM same-sex couples in the US

Minorities make up nearly half the children born in the U.S.

African-American households headed by women now exceed African-American households with married couples

40% of all children are born to single moms in the U.S. today

But most brand engagement is still

behind the times…

George Bardenheier

Dads

Nan McCann, Marketing To Moms

Dr. Susan Blumenthal,

Health and Wellness

Jennifer Chrisler LGBT

Ellie Kay, Financial

Tom Matlack, Good Men Project

Manny Ruiz, Hispanic

Kimberly Seals Allers

African American

METHODOLOGY

05 Recommendations

05 Insights

THE MOTHER LOAD GETS HEAVIER

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% vs. 86%)

• Earning money (61% vs. 75%)

• Buying technology oriented items (57% vs. 78%)

•Buying a car (57% vs. 84%)

Men lost employment at higher rates than women during most recent recession

“She’s either forced by the economy or by choice to become the primary breadwinner – but she doesn’t want to give up control at home. At the same time, she’ll be running on overload in her attempt to balance both strategic roles.” - Ellie Kay, Financial Expert

UNIVERSAL PARENT: THE ERA OF GENDER SURRENDER

62% of moms and 54% of dads say parenting roles will be redefined from traditional “mom and dad”

33% of dads say they take on role of a traditional mom

The 10 MM single mothers of children under 18 are taking on both roles

“As gender roles shift and men and women fill different parts of household responsibilities and childrearing, the way they identify will shift away from mom and dad and move toward a universal concept of parent.” – Jenn Chrisler, LGBT Expert

DEMOCRATIZATION OF THE FAMILY

68% of moms and dads say children have influence on purchase decisions

More than a third of mothers and fathers say that it’s likely their children will live at home after college

67% of grandmothers with involvement in taking care of their grandchildren say they have influence in family purchases

“In families where both parents work especially, grandparents or other adult family members will accept increased responsibility in raising children and keeping the household running.” – Ellie Kay, Financial Expert

DAD DEMANDS TO BE INVOLVED

Past…Dads were in charge of financial security (93%), purchasing consumer goods (76%) and discipline of children (84%) Present…all this and more

•Taking care of children (33% to 83%)

•Buying groceries (32% to 70%)

•Cooking (22% to 67%)

•Cleaning (18% to 70%) and doing laundry (11% to 64%)

“It’s okay to think of men as a positive influence as husbands and fathers – rather than Bud Light Cavemen.” - Tom Matlack, Good Men Project

TRADITIONAL BECOMES TRADITION “ALL”

2 million children are being raised by LGBT parents There is a growing number of women who choose to have a baby alone

About 20% of moms and dads say their children will not identify with the same ethnic group as they do

Mixed race marriages have jumped 20% since 2000 to 4.5 million, or 8% of the total

“Marketers would be wise to navigate the new cultural waters carefully. The nation is going to experience increased conflict over the “preservation” of traditional family values.” – Manny Ruiz, Hispanic Families Expert

What you can do today to be

ready for the family of tomorrow

5 Ways to Get Started Today

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Don’t Stereotype – think universal parent and view the whole family as your palette

Test and Learn – think about how 1-5% of your overall marketing spend can be used to optimize the future

Rethink channel planning – use transmedia storytelling to resonate with all family stakeholders

Find your Action Consumer: Not all moms are the same – what subset of this power demo is right for your brand?

Go outside your bullseye – use the 80/20 rule when it comes to brand messaging

“Look at the American Dream through this new lens of the modern family. How do we reinterpret that desire in the context of a more complicated world?” – Jenn Chrisler, LGBT Expert