1

marketing to the modern family

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is this the modern family of today

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2

not exactly

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3

The modern family is going through significant changes While the traditional model of the family is not disappearing families are taking on highly novel configurations

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4

The Growth Rate of Traditional Families is Declining

source

5

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A confluence of accelerated and accumulating social and economic shifts are driving these changes and brands looking to cater to this new family spectrum need to understand and synchronize with the new reality The 21st century family has new behaviors needs and pain points that need to be addressed

6

brands that ignore these changes will be left behind

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7

what is driving these shifts

8

1 New Family Configurations

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9

1 New Family Configurations

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9

once upon a time families looked like this

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10

now they look like this

25 of same-sex American households are raising

children

image source

11

and this

Over 12 million households are headed by single

parents

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12

and this

in 2010 54 million children lived in a household

headed by a grandparent up from 47 million in 2005

shutterstock

13

and this

Sandwich Families 1 of every 8 Americans aged

40-60 is both caring for a child (often an adult child)

and caring for a parentimage source

14

it looks like this

Co-parenting A growing movement of unromantically-involved couples

who come together to have children There are 5 million adults

in the US in their mid-30s and above who are single childless yet

still want to become parentsimage source

15

and it looks like this

Friends as family Growing numbers of people (young and

old) are entering into permanent roommate living situations

where groups of friends take the place of a traditional family

image source

16

and this

Professional aunts no kids (PANKs) the emerging demographic of child-loving women who do not have children of their own represents approximately 23 million one in five women is a PANK

shutterstock

17

2 Economic Pressures

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18

With social safety nets like traditional job security health care retirement plans and education crumbling or under attack pervasive low-level anxiety has become the norm Failing institutions and changing social mores offer a space of both challenge and opportunity And as career trajectories unravel increasing numbers of people are piecing together portfolio careers out of several smaller jobs or income streams In addition more baby boomers are working through their retirement - to earn extra cash to be productive and to contribute to society

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19

SOURCE The Urban Institute

20

Fewer Americans Confident They Have Enough for Retirement

saying that they are that they will have enough income and assets to last throughout retirement years

VerySomewhat confident

Not too Not at all Confident

2012

2009

60

71

38

25

Notes results from 2012 based on total sample n= 2508 results from 2009 based on total sample n=2969 ldquoDonrsquot knowRefusedrdquo responses not shown

25

20 26 75+

Worries about Retirement Finances Peak in Mid- to Late- 30s

who are ldquonot toordquo or ldquonot at allrdquo confident they will have enough to live on in retirement by age

Notes Data points reflect the average across five years the middle age category is shown For example 27 of those 18 to 22 years old are not confident that their income and assets will last through their retirement yearsSource 2011 and 2012 Pew Research survey combined n=4511

27

53

Age

32 38 44 50 56 62 68

source

21

As economic factors throw a wrench in the works of the best laid plans families are having to reconfigure and swap roles to make ends meet Here are a few of the key characters in this new narrative

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22

Power Woman Women Having It All

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23

Women Have Regained Greater Share of Jobs Lost in Recession

Than Men

According to analysis by The Institute for Womenrsquos Policy Research of the November 2012 employment report

from the US Bureau of Labor Statistics job growth was stronger for women (91000 jobs) than men (55000 jobs)

image source

24

Working Moms are Exploring and Experimenting with

What it Means to ldquoHave it allrdquo

Women are increasingly returning to the workforce either out of economic

necessity or to replace their husband as the breadwinner making it a challenge

to balance a career and family life Oftentimes itrsquos a ldquoSandwich Familyrdquo

member (grandparent or adult child) - or PANK who is helping out

image source

25

New Masculinity The Rise of Stay-at-Home Dads

image source

26

Men are Leaving Their Jobs

According to recent US census data

the number of men who have left the

workforce to raise children has more

than doubled in the last decade

image source

27

image source

Dad As Primary Caregiver is Offering an Alternative Style of

Parenting

Eschewing routines in favor of spontaneous activities with their kids many use technology and DIY skills to stretch household budgets and to find shortcuts for chores Forced to stay home by economic circumstances or by choice dad as primary caregiver is offering an alternative style of parenting

28

Redefined Retirement

Due to the recession over 3 million people over 50 are unemployed and the

number is growing As a result many boomers are moving back in with their adult children and taking a more active role in helping out around the house In

addition as retirement funds dry up retirees are being forced to forego their

retirement dream home and downsize into smaller spaces

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29

Achievement Gap

The pressure to close the achievement gap especially in

math and science is driving parents to extremes to give their child a

competitive advantage to excel at school and in life

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30

Boomerang Children

Approximately 13 of adult children between 18 and 29 move back in with their parents after an

attempt to live aloneforbescom

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31

All of these factors when taken together underlie the significant cultural shifts happening within the modern family Zooming in closer next wersquoll look at the cultural patterns and the dynamic polarities between which modern families find themselves pulled

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32

3 Cultural Trends and Polarities

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33

Surviving vs Thriving

Getting by in a time-crunched world of fleeting opportunities is hard And with competing priorities itrsquos difficult to tell who is actually in charge Dad Mom The kids

One way that harried families are attempting to deal with chaotic schedules is by running their family like a business With conflicting routines and timing special needs and potentially splintered living situations the Modern Family is taking a page from agile development practices to stay balanced focused and happy By empowering children and holding family members accountable for their own ldquoteamrdquo projects chaos is being corralled into a smooth-running family unit

image source

34

Surviving vs Thriving

At the same time parents are looking to enrich their familyrsquos lives going beyond the bare basics and turning to older homemaking traditions From homemade clothing to homemade baby food to homeschooling raising kids is a way for parents to express their individuality and provide a healthier lifestyle at the same time While many parents are totally self-sufficient in their DIY pursuits many are looking for tools education and ingredients to help them get started

image source

35

Comfort vs Healthy Living

In the midst of busy lifestyles families are trying their best to stay healthy With parents scrambling to take care of primary responsibilities fitness becomes something to squeeze in and more frequently gets squeezed out

Today about one in three American kids and teens is overweight or obese nearly triple the rate in 1963 With good reason childhood obesity is now the No 1 health concern among parents in the United States topping drug abuse and smoking Whether through juicing gamifying fitness or family walks parents are trying to reverse this trendimage source

36

Comfort vs Healthy Living

Simultaneously stress drives a desire for comforts Think comfort foods quick and easy meals vegging out on the couch or mindlessly surfing the web Although health is a priority these escapist tendencies remain and canrsquot be discounted

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37

38

Digital Convenience vs Digital Loneliness The youth of today will spend 25 of their lives in front of screens And they are not alone Not only are these digital natives living inside their devices but more often than not the parental figures are too This is a double edged sword of having the amazing resources at your fingertips while alienating real social contact at the same time

what now

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39

six different ways to better serve the modern family

40

bull UNDERSTAND THE DIVERSE FAMILY SPECTRUM Brands that traditionally aim to appeal to mothers as head of household will need to expand their focus to include stay at home dads grandparents co-parents and the unique parenting styles they employ

bull SIMPLIFY LIFE Regardless of family structure the commonality amongst modern families is that of barely reigned in chaos Conflicting schedules splintered living situations and mounting pressures add up to an opportunity space to help alleviate stress and streamline life

bull FEED CREATIVITY Beyond convenience there is a growing DIY movement within the home From recipe ingredient services to tip marketplaces parents are hungry for ways to make healthier choices for their family while using these projects as a way to express their individuality

bull DESIGN FOR SPECIAL NEEDS Grandparents are increasingly acting as a default nanny Look for ways to design products and services that cater to their special needs

41

bull THINK DIGITAL Mobile Natives (and eventually their parents) expect very specific UX interface and experience designs Assumptions and behaviors developed through intensive computer and smartphone use call for a translation into the language of apps and seamless digital experiences

bull SNEAK IN HEALTHY BEHAVIORS Consider how to painlessly introduce healthy (food fitness behavioral) choices into the daily life of the Modern Family

bull BRING FAMILIES TOGETHER While families may be physically in the same room they are often digitally isolated -- lost in their personal devices and screens Products and services that engender real togetherness and mindfulness enjoyment of the moment are very much in need

42

At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions

Our platform incorporates three different frameworks to structure and contextualize raw data

CONTENT NETWORKS

ENERGY SCOREamp

PREDICTION SCORE

DNA

A mapping system used to model dynamic interconnected webs of cultural activity

The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance

A unique set of attributes that describes the core concepts of each trend

same-sex marriageequalitycorporate supportloveacceptance

ENERGY PREDICTION

The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend

Methodology

43

ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo

SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE

bull UNDERSTAND THE DIVERSE FAMILY SPECTRUM Brands that traditionally aim to appeal to mothers as head of household will need to expand their focus to include stay at home dads grandparents co-parents and the unique parenting styles they employ

bull SIMPLIFY LIFE Regardless of family structure the commonality amongst modern families is that of barely reigned in chaos Conflicting schedules splintered living situations and mounting pressures add up to an opportunity space to help alleviate stress and streamline life

bull FEED CREATIVITY Beyond convenience there is a growing DIY movement within the home From recipe ingredient services to tip marketplaces parents are hungry for ways to make healthier choices for their family while using these projects as a way to express their individuality

bull DESIGN FOR SPECIAL NEEDS Grandparents are increasingly acting as a default nanny Look for ways to design products and services that cater to their special needs

41

bull THINK DIGITAL Mobile Natives (and eventually their parents) expect very specific UX interface and experience designs Assumptions and behaviors developed through intensive computer and smartphone use call for a translation into the language of apps and seamless digital experiences

bull SNEAK IN HEALTHY BEHAVIORS Consider how to painlessly introduce healthy (food fitness behavioral) choices into the daily life of the Modern Family

bull BRING FAMILIES TOGETHER While families may be physically in the same room they are often digitally isolated -- lost in their personal devices and screens Products and services that engender real togetherness and mindfulness enjoyment of the moment are very much in need

42

At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions

Our platform incorporates three different frameworks to structure and contextualize raw data

CONTENT NETWORKS

ENERGY SCOREamp

PREDICTION SCORE

DNA

A mapping system used to model dynamic interconnected webs of cultural activity

The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance

A unique set of attributes that describes the core concepts of each trend

same-sex marriageequalitycorporate supportloveacceptance

ENERGY PREDICTION

The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend

Methodology

43

ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo

SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE

bull THINK DIGITAL Mobile Natives (and eventually their parents) expect very specific UX interface and experience designs Assumptions and behaviors developed through intensive computer and smartphone use call for a translation into the language of apps and seamless digital experiences

bull SNEAK IN HEALTHY BEHAVIORS Consider how to painlessly introduce healthy (food fitness behavioral) choices into the daily life of the Modern Family

bull BRING FAMILIES TOGETHER While families may be physically in the same room they are often digitally isolated -- lost in their personal devices and screens Products and services that engender real togetherness and mindfulness enjoyment of the moment are very much in need

42

At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions

Our platform incorporates three different frameworks to structure and contextualize raw data

CONTENT NETWORKS

ENERGY SCOREamp

PREDICTION SCORE

DNA

A mapping system used to model dynamic interconnected webs of cultural activity

The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance

A unique set of attributes that describes the core concepts of each trend

same-sex marriageequalitycorporate supportloveacceptance

ENERGY PREDICTION

The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend

Methodology

43

ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo

SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE

At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions

Our platform incorporates three different frameworks to structure and contextualize raw data

CONTENT NETWORKS

ENERGY SCOREamp

PREDICTION SCORE

DNA

A mapping system used to model dynamic interconnected webs of cultural activity

The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance

A unique set of attributes that describes the core concepts of each trend

same-sex marriageequalitycorporate supportloveacceptance

ENERGY PREDICTION

The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend

Methodology

43

ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo

SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE

ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo

SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE

1 Sa

Space in the Air

2 St

Shock amp Transgress

3 Pl

Play

4 Mm

Memory Management

5 Ab

Absurdism

6 En

Enchanted

7 Rc

Refreshed Classics

8 Cx

Codex

9 Sm

Snack Media

10 Ax

Armchair Explorer

11 Nh

New New Hollywood

12 Bi

Binge

13 Rt

Radical Transparency

14 Ob

Open Brand

15 Pr

Premiumization

16 Le

Life as Entertainment

7 Cc

Convergence Culture

1 Uf

Unfat Generation

2 Nm

New Masculinity

3 Pw

Power Woman

4 Tg

Third Genger

5 Rr

Redefined Retirement

6 Hy

Hyper Culture

8 Ss

Second Skin

9 Si

Singletons

10 Mf

Modern Family

11 Sq

Squealing

12 Ex

Exponentials

13 Ft

Flattening

1 Rt

Real Thing

1 Dd

Data Divinity

2 Sc

Screen Culture

2 H

Hack Design

3 Gc

Geek Chic

4 Te

Ephemeral

5 Ki

Kidult

6 Sm

Small-scaling

Sm 7 Sp

Slow Perception

8 Ti

Tangible Intangible

15 Dc

Decay

9 De

Dere-materialization

D 10 Fh

First Hand Look

11 Ra

Raw

12 Lm

Living Matter

13 Wt

Warm Technology

14 Gl

Glitch

22 72

1972

16 Ne

Neo-psychedelic

17 Na

Nano World

18 Ma

Mashup

19 Hd

Hand Drawn

20 Ie

Immersive 360deg

21 Fl

Flat Design

1 Ic

Icognito

2 In

Inwards

3 Ru

Rurban

3 Ru 4 Us

Made in the USA

5 Ec

Ecoboostering

6 On

Oneness

7 Lw

Living Without

Rs

Restoration

8 9 Ss

Startup Society

10 Mi

Moral Imperative

11 Rb

Rise of the Believer

R 12 Ll

Life Logic

13 Cq

Crowd IQ

14

Provenance

15 Se

Sharing Economy

16 St

Strangify

17 Io

InsumerOutsumer

13 Mg

Mood Geisting

14 Fq

Focus Quotient

3 Sh

Super Human

4 Qs

Quantified Self

5 Sn

Sensor Network

6 Qe

Quantified Everywhere

7 Fl

Frictionless Life

8 Mg

Mind Gaming

9 Sf

Social Flares

10 We

Wearables

11 Mi

Micro Manufacturing

12 Cs

Cyborg Singularity

SampH CORE OFFERINGS

47

INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION

bull Macro Trend Identification amp Quantification

bull Projecting Segments into the Future (Consumers of the Future)

bull Product Service amp Packaging Development

bull Business Model Design amp Reimagination

bull Business Context Analysis

bull Futurism

bull Whitespace Identification

bull BrandPartner amp Acquisition Recommendations

bull Social amp Cultural Listening

bull Competitive Intelligence amp War Gaming

bull Segment Analysis amp Tracking

bull Topic Deep Dives

bull Event Tracking

bull Issue Monitoring

bull Real-time Burst identification

bull Channel Analysis

bull Content amp Influencer Strategy

bull Editorial amp Cultural Calendars

bull Pre-Planned (7030) Content Production - Online and Off Line

bull Real-time Content Production

bull Real-Time Commerce

bull Social Media Content (short and long form) - posts tweets vines videos blog etc

bull Community Management

bull Influencer Outreach

bull Channel Optimization amp Fan Base Development

bull Analytics amp Measurement

bull Real-Time Media Amplification

CULTURAL STRATEGY

48

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FOR MORE INFORMATION2128945100

infosparksandhoneycom

sparksandhoneybigthinkcomblogsamped

facebookcomsparksandhoneysparksandhoneytumblrcom

SYNCING BRANDS WITH CULTURE

48

SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom

FOR MORE INFORMATION2128945100

infosparksandhoneycom

sparksandhoneybigthinkcomblogsamped

facebookcomsparksandhoneysparksandhoneytumblrcom

SYNCING BRANDS WITH CULTURE