The essence of parenting hasn’t changed. Parents love their children unconditionally. What has changed is the look and make up of families today. The Marketing to the Modern Family study looks at the changing dynamics, then offers insights and recommendations to ensure brands are poised for future success.

1. What Brands Can Do Today
To Be Relevant Tomorrow

2. The essence of parenting hasn’t changed.
What’s changed?
The look and make-up of the American Family. 2

3. We’ve Seen A Seismic Shift
Demographics – Pop Culture – Society & Technology
FROM…
…TO

4. Only 4% of today’s families fall into the Census
definition of “traditional”
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
There are nearly 1 MM same-sex couples in
the US

5. But most brand engagement is still
behind the times…

6. George Nan McCann, Dr. Susan Jennifer Chrisler
Bardenheier Marketing To Moms Blumenthal, LGBT
Dads Health and Wellness
METHODOLOGY
Ellie Kay, Tom Matlack, Manny Ruiz, Kimberly Seals
Financial Good Men Project Hispanic Allers
African American

7. 05
Insights
05
Recommendations

8. THE MOTHER LOAD
GETS HEAVIER

9. 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

10. “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

11. UNIVERSAL PARENT:
THE ERA OF GENDER
SURRENDER

12. 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

13. “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

14. DEMOCRATIZATION OF
THE FAMILY

15. 68% of moms and dads say children have
influence on purchase decisions
67% of grandmothers with involvement in
taking care of their grandchildren say they
have influence in family purchases
More than a third of mothers and fathers
say that it’s likely their children will live at
home after college

16. “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

17. DAD DEMANDS TO
BE INVOLVED

18. 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%)

19. “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

20. TRADITIONAL BECOMES
TRADITION “ALL”

21. Mixed race marriages have jumped 20% since
2000 to 4.5 million, or 8% of the total
About 20% of moms and dads say their
children will not identify with the same ethnic
group as they do
2 million children are being raised by LGBT
parents
There is a growing number of women who
choose to have a baby alone

22. “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

23. What you can do today to be
ready for the family of tomorrow

24. 5 Ways to Get Started Today
01
Find your Action Consumer: Not all moms are the same
– what subset of this power demo is right for your
brand?
02 Go outside your bullseye – use the 80/20 rule when it comes
to brand messaging
03 Don’t Stereotype – think universal parent and
view the whole family as your palette
04
Rethink channel planning – use transmedia
storytelling to resonate with all family
stakeholders
05 Test and Learn – think about how 1-5% of your overall
marketing spend can be used to optimize the future

25. “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