Download - Marketing to the Modern Family 2011
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