Meet the modern family 

DATE

02/10/2019

PUBLISHED BY

Kerry Sclater

We invited our guests to meet the modern family in our most recent event with our Consumer PR Team

Wave goodbye to Mum + Dad + 2.4 children… the modern family is bigger, broader, and braver than ever before.

In an age where the modern family is confronted by the double-edged sword of technology, and a multitude of pressures like health and quality family time, shared experiences and simple family values retain their unifying power. 

Whilst it’s easy to dwell on the contemporary concerns faced by the modern family, our insights show that the best way to reach them is to unleash their inner child through fun experiences for the whole family; and forget who you think the family unit is.

Thanks to our insightful speakers Dan Worrell from LEGO Group; Helenor Gilmor from Beano Studios; and Good Relations’ Executive Consumer Director Lawrence Collis.

Here are our five key insights from the event…

 

1. Bring families together with an experience

The experience economy is booming for Millennials, who now represent the majority of parents. Lego Group’s research also shows that 81% of children want to play with their family more, so give them a valuable experience they can all participate in.

2. Nostalgia Rules

Beano Studio’s research points to a ‘Retrocession shift’ in the last ten years, meaning we’re the most nostalgic we’ve ever been. Unleash your creativity to target the child within the parent and you’re sure to find a compelling reason to connect with them. A study by the Journal of Consumer Research has also shown that people are likely to spend more when they feel nostalgic.

3. There’s no ‘normal family’

The ever-changing make up of families (for example, Ofcom shows that same sex couple families have increased 50% in the last ten years) mean that the old ‘Mum + Dad + 2.4 children’ family model is fast fading into the marketing archives. Brands that embrace the diversity of the modern family prosper, so ditch all assumptions and stereotypes.

4. Target a shared family mindset

The best family brands work for kids and adults equally. Gone are the days of children being seen and not heard; today’s families operate with a much more democratic structure with kids having a large stake in family activities and purchases. The evolving family model also means it is more authentic to speak to universal family values rather than specific members of the family. Brands like Lego that create adventures that can appeal to all ages show the power of this approach.

5. Take your cues from Gen Alpha – the creative entrepreneurs

Beano work to the motto of “Think more kid” for a reason. Today’s children have more power in the home (and beyond) than ever before, and are embracing the tools to build their own online worlds before the age of 10. Beano Studios’ research shows they are creative entrepreneurs; digital discoverers; critical consumers; freedom fighters; and post stereotype. So if your campaign doesn’t have their principles at its core, it’s time to go straight back to the old fashioned drawing board.

If you would like some help targeting the next generation, please contact Holly Dedman to arrange a meeting with the Good Relations Consumer PR Team.

To register for future events at Good Relations check out our events page

This was published by…